Virgin Group Brand Case Study
Shelley Mantei vixendoll_13@hotmail.com
Virgin: Branding Culture
Subject: Virgin Group Ltd.
Sir Richard Branson started with a student magazine and a mail order record company in 1971. His Virgin empire is now comprised of over 200 companies [Fig.3] and spans three continents. Not only is Virgin one of Britain 's most respected brands, but it is also becoming an international superbrand. They are involved in planes, trains, finance, soft drinks, music, mobile phones, holidays, cars, wines, publishing, bridal wear, and more. What unites all these businesses is the values of their brand and the attitude of their 30,000 employees. Total 2003 global revenues exceeded CAD$7.4 billion.
Virgin has positioned themselves as the consumer 's champion and strives to be known for developing products and services that make the consumer 's life easier delivering better value, a better service, challenging the status quo, and injecting an element of fun. (http://www.virgin.com/aware/customers.asp).
Virgin believes in making a difference and their corporate mandate states: "we stand for value for money, quality, innovation, fun, competitive challenge, and brilliant customer service" (http://www.virgin.com/aboutvirgin/allaboutvirgin/ whatwereabout/default.asp).
Brand Analysis:
Today a brand is no longer simply a logo or icon. It is also a totally holistic experience, in which all activities must be aligned and integrated to gain maximum competitive advantage.
Virgin has proved remarkably adept at diversifying its business interests - from trains, planes and automobiles to vodka. It 's strange to think the Virgin brand is now over 30 years old because its most enduring characteristic is being the young, unconventional upstart that challenges the business establishment. Virgin 's brand has long been associated with standing up for the consumer against monopoly giants and rip-off services. So what has made this brand so engaging and youthful despite the
Virgin: Branding Culture
Subject: Virgin Group Ltd.
Sir Richard Branson started with a student magazine and a mail order record company in 1971. His Virgin empire is now comprised of over 200 companies [Fig.3] and spans three continents. Not only is Virgin one of Britain 's most respected brands, but it is also becoming an international superbrand. They are involved in planes, trains, finance, soft drinks, music, mobile phones, holidays, cars, wines, publishing, bridal wear, and more. What unites all these businesses is the values of their brand and the attitude of their 30,000 employees. Total 2003 global revenues exceeded CAD$7.4 billion.
Virgin has positioned themselves as the consumer 's champion and strives to be known for developing products and services that make the consumer 's life easier delivering better value, a better service, challenging the status quo, and injecting an element of fun. (http://www.virgin.com/aware/customers.asp).
Virgin believes in making a difference and their corporate mandate states: "we stand for value for money, quality, innovation, fun, competitive challenge, and brilliant customer service" (http://www.virgin.com/aboutvirgin/allaboutvirgin/ whatwereabout/default.asp).
Brand Analysis:
Today a brand is no longer simply a logo or icon. It is also a totally holistic experience, in which all activities must be aligned and integrated to gain maximum competitive advantage.
Virgin has proved remarkably adept at diversifying its business interests - from trains, planes and automobiles to vodka. It 's strange to think the Virgin brand is now over 30 years old because its most enduring characteristic is being the young, unconventional upstart that challenges the business establishment. Virgin 's brand has long been associated with standing up for the consumer against monopoly giants and rip-off services. So what has made this brand so engaging and youthful despite the