Magazine article Teaching Business & Economics

Not as Easy as It Looks

Magazine article Teaching Business & Economics

Not as Easy as It Looks

Article excerpt

Creating a name for yourself in business is not wholly straightforward.

In his article, Alec Reed has some positive comments to make about the approach to business and marketing adopted by the founder of easyjet, Stelios HajiIoannou. In particular, Stelios' adoption of the prefix 'easy-' looks like a winner when it comes to his company benefiting from a 'halo effect' when building up other lines of business for itself.

However, there would appear to be problems along the way.

For example, there is in the UK a retailer of prints and limited edition art called Easyart.com. This business was set up after June 1999, the month and year in which Stelios' Easygroup opened and registered its first internet cafe.

It seems that, in recent months, Stelios has been wishing to claim that businesses that set up after June 1999 and named themselves 'easy .....' were benefiting from the 'easy' name, and should be stopped from using it. …

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