Virgin brand analysis
Virgin background
Virgin is an international investment group that operates in over 34 countries and that employs around 50,000 people in about 400 companies worldwide. Its product ranges from mobile services to travel, finance services, music and many many more. It was funded in 1970 by Sir Richard Branson who started the company by selling cut price records by post through his Virgin Mail Order business. The company expended really quickly and is now a well-recognized and trusted brand all around the world.
Virgin group companies even far apart from each other are like one big family that is constant in the delivery of its brand message and the values it stands for. Each company is empowered to run their individual affairs but they do help one another to seek solutions and advancement. Their cohesion across states and countries reinforce their image and inspire trust among consumers.
Virgin believes in making a difference and that is what probably gives them an edge on competitors. They are an innovative company who work really hard towards sustainability and who give back to communities. “At our core we believe business must be a force for good and use its influence and resources to help find solutions to some of the world 's major issues” (virgin.com). Their involvement in long-term sustainable project has placed them in the world top 25 most innovative companies.
Its Australian airline segment has also been experiencing huge growth in recent years. Their marketing campaign as well as their brand strategy is both fun and fascinating in many aspects. This essay will consequently analyze their trademark and its impact on consumer behavior and attempt to explain what has made this company so popular amongst consumers. Different marketing concept and theories will be used to get a better understanding of how the company marketing effort work as a whole and more closely in Australia.
Virgin brand analysis
Brand personality
Science is now able to
Virgin is an international investment group that operates in over 34 countries and that employs around 50,000 people in about 400 companies worldwide. Its product ranges from mobile services to travel, finance services, music and many many more. It was funded in 1970 by Sir Richard Branson who started the company by selling cut price records by post through his Virgin Mail Order business. The company expended really quickly and is now a well-recognized and trusted brand all around the world.
Virgin group companies even far apart from each other are like one big family that is constant in the delivery of its brand message and the values it stands for. Each company is empowered to run their individual affairs but they do help one another to seek solutions and advancement. Their cohesion across states and countries reinforce their image and inspire trust among consumers.
Virgin believes in making a difference and that is what probably gives them an edge on competitors. They are an innovative company who work really hard towards sustainability and who give back to communities. “At our core we believe business must be a force for good and use its influence and resources to help find solutions to some of the world 's major issues” (virgin.com). Their involvement in long-term sustainable project has placed them in the world top 25 most innovative companies.
Its Australian airline segment has also been experiencing huge growth in recent years. Their marketing campaign as well as their brand strategy is both fun and fascinating in many aspects. This essay will consequently analyze their trademark and its impact on consumer behavior and attempt to explain what has made this company so popular amongst consumers. Different marketing concept and theories will be used to get a better understanding of how the company marketing effort work as a whole and more closely in Australia.
Virgin brand analysis
Brand personality
Science is now able to
References: Aaker, J. L. (1997). Dimensions of Brand Personality. Journal Of Marketing Research (JMR), 34(3), 347-356. Ewalt, 2013. 2013 Airline Quality Rating report, an annual study of airline performance. Retrieved on may 23rd 2013 from: http://www.forbes.com/sites/davidewalt/2013/04/08/americas-best-airlines/ Gad, T. (2002). Managing brand me. Brand Strategy, (160), 35. Lin, Y. (2012). Effects of the Big Five Brand Personality Dimensions on Repurchase Intentions: Using Branded Coffee Chains as Examples. Journal Of Foodservice Business Research, 15(1), 1. doi:10.1080/15378020.2012.650509 Roy Morgan Air Travel Survey. (2012). Retrieved on May 21st 2013 from: http://blog.virginaustralia.com/news/virgin-australia-launches-business-class-in-australia/ Severi, E., & Kwek Choon, L. (2013). The Mediating Effects of Brand Association, Brand Loyalty, Brand Image and Perceived Quality on Brand Equity. Asian Social Science, 9(3), 125-137. doi:10.5539/ass.v9n3p125 Virgin group vision. (2013). Retrieved on 22nd of May 2013 from: http://www.virgin.com/people-and-planet/our-vision Wilson, Neil. (2012). New strategy pays off for Virgin Australia. Herald Sun, Retrieved on may 20th 2013 from : http://www.heraldsun.com.au/business/new-strategy-pays-off-for-virgin-australia/story-fn7j19iv-1226279239351 Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28 (2), 195-211.