Brussels Airlines (SN, Brussels National) will retain its branding in the short term following its integration into Lufthansa's Eurowings Group in 2018, CEO Bernard Gustin has told Air Transport World. Gustin said that it made sense in the market to retain its name.

"It is the best unknown brand in the world where we fight global competitors," he said. He added that it didn't make financial sense to engage in a costly brand-changing exercise at this time.

Lufthansa acquired the outstanding 55% stake in Brussels Airlines' parent, SN Airholding, at the end of 2016, finalising the transaction in January 2017 in a deal worth EUR2.6 million (USD3 million).