easyJet has resolved a long-running branding dispute with its founder Sir Stelios Haji-Ioannou and the easyGroup over its use of the 'easy' brand. There is a price to pay for easyJet, but at least things should quieten down at board meetings. The compromise highlights the way that airline brand recognition/royalties and ancillary charges have evolved over the past decade. As is often the case, Sir Richard Branson was a trailblazer in extracting full value from licensing the use of a recognisable brand. As airline brands become more valuable, they will increasingly be monetised.