Sir Stelios Haji-Ioannou's battle with Easyjet's board will hit the airline's brand image, it has been claimed.
Expert Simon Middleton said the firm, which flies from Liverpool John Lennon Airport, could be harmed by a dispute over expansion between Stelios and management.
The Greek airline founder believes the board are spending too much money on new planes.
But Mr Middleton argued that it would be a major problem if Sir Stelios were too continue the spat and remove the 'Easy' tag from the company's name.
He said: "Sir Stelios is part of the brand meaning for EasyJet and so, in my opinion, the airline will have a tough time -at least for a while - without his support."
Last Friday the entrepreneur resigned from the firm's board in a bid to get shareholder support. He wants to stop Easyjet buying any new planes - it has 88 on order.
The airline's shares fell to 391p earlier this week following his move.
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