However, while many of the leading brands are struggling to get off the ground again, others are flying high. Take the

We went to the source to see what makes the brand so compelling.

The homepage of easyJet is an instantly recognizable brash and colorful complement to the screaming orange color that’s emblazoned on every aircraft within the company’s fleet.

The user immediately has a choice of four languages: English, French, Dutch or Spanish. The absence of a German language choice is a curious decision in view of this tremendous market among European nations. Even with a relatively small entry into the German-speaking market (currently easyJet has a hub in Zurich), the potential to grow cannot be dismissed.

Once inside the site’s main area, the brand’s no-frills positioning is quickly established as you are bombarded with offers and discounts from the rest of the easyGroup.

You can take care of your extended travel needs by hiring an easyCar, or enjoy a full day sur les pistes with ski.easyJet.com. The link to easyValue provides a means to compare prices for everything from life assurance to DVDs, while at easyMoney, you can order a customized credit card to pay bills online.

If you think all this digital choice would leave your vision somewhat cloudy, don’t worry. EasyJet manages to establish its presence with the other offerings as a seamless part of the package, not a confusing distraction.

If you wish to concentrate only on the easyJet portion of the brand, there’s still plenty on offer. You can easily browse prices for flights without having to “register” – a convenience that other travel sites seem to eschew.

Budding pilots can find out if they’ve got what it takes by looking at the Jobs section, which contains details of requirements for the frustrated Icarus in us all. While, those who prefer terra firma can find out more about the company via the monthly message from Stelios Haji-Iannous (easyGroup’s founder and now former chairman) or the News and Magazine sections, all of which are jammed with facts and stats as well as covering in detail the latest stories affecting the group.

Although purists might suggest that the web proposition of easyJet is an online mish-mash of “pile it high and sell it cheap,” there’s no mistaking the impact of a site that has sold 13-million seats since its inception in 1998. This fact has not been lost on the critics either. Revolution Magazine UK voted easyJet the “best online retailer,” ahead of competitors like Expedia, at their 2002 awards.

Compared with the turmoil of the airline industry in general, it’s refreshing to see a business providing real value to its customers through an innovative approach to marketing, in full support of the brand.