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This study aims to investigate whether Bangladesh would avoid the middle-income trap (MIT) in its transition to a high-income country (HIC) according to its “Vision 2041”.

Using both actual and forecasted secondary data, three MIT models of different approaches were used to evaluate the government’s vision-based projections. Moreover, crucial indicators of deindustrialization and institutional strength were linked to the investigation of potential transitions.

According to the absolute definition and international forecasts, the Bangladesh economy might not fall into an MIT at its lower-middle-income level within the intended period due to being shorter than the defined limit. However, its real GDP per capita relative to the USA would remain far below the defined threshold limit of an upper-middle-income country (UMC) in 2041. Meanwhile, Bangladesh has reached the third of the five gradual phases and is awaiting a new transition in 2029. However, its vision-based plan would face challenges such as skills gaps, institutional reforms and successive global crises.

Bangladesh might be trapped in MIT at the UMC level in the 2030s, with no path to renovate after the demographic dividend ends in 2047. In this regard, the government must demonstrate a strong political will to ensure the effectiveness of its policies and the viability of its institutions.

This study not only compared projections to forecasts using different MIT models but also connected transition phases to industrial policies and institutional strengths.

There has been substantial research on branding globally. However, there is a dearth of studies empirically investigating branding strategies during the pandemic to mitigate COVID-19 effects on the airline industry. The paper considers three factors which are brand familiarity, brand communication and brand reputation to develop the brand trust of customers and that ultimately influence their brand preferences.

The study is based on self-administrative surveys as 450 questionnaires were spread, received 339 responses and a total of 301 questionnaires were selected for data analysis by structural-based modeling after the deletion of outliers and partially filled questionnaires. The data was collected through purposive sampling from Malaysian airports.

The findings confirm the relationship of brand communication, brand familiarity and brand reputation to brand trust and brand preference through mediation and directly except direct relationship of brand familiarity to brand preference. The study is limited to the provided dataset of surveys. The present study couldn't interview respondents which can be done by future studies and also effects of COVID-19 can be examined on related industries or through comparative studies among countries.

The present study is the first to investigate the effects of COVID-19 on airline brands and explored the strategies to respond to crises. The study is one of the rare studies that consider branding strategies to the uplift airline industry and mitigate post-pandemic effects from the airline sector.