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How far can EasyGroup push its brand?

Established to expand the ‘Easy’ brand following the successful launch of airline EasyJet in 1995, the group has since ventured into new categories such as gyms, car rental, hotels, office space and coffee.

Now EasyGroup is looking to compete with the likes of Just Eat and Uber as it launches two new business ventures EasyFood and EasyTaxi. Finally, in a more unexpected move for the brand, it has decided the enter the marketing industry with the launch of an agency, EasyMarketing.

By pushing its brand to new categories, the Group is betting on the fact that the ‘Easy’ brand halo, associated with ‘no frills and value for money’, is not category specific but can be applied to a diverse range of businesses. Will they win consumers over in such competitive marketplaces?

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