Virgin - Brand Extension or Brand Dilution?
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(Case Code: MKTG072) click on the button below, and select the case from the list of available cases:
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details:
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Price: |
| Case Code |
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MKTG072 |
For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Shipping & Handling Charges extraThemesBrand Management |
| Case Length |
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14 Pages |
| Period |
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2003 |
| Pub Date |
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2003 |
| Teaching Note |
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Not Available |
| Organization |
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Virgin |
| Industry |
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Airline |
| Countries |
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USA |
Abstract:
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The case discusses the brand extension strategies adopted by the Virgin group. Detailed information is provided about the values of the Virgin brand and the part they played in the group's foray into many different businesses. The case also discusses how the Virgin group's Chairman and CEO, Richard Branson, became an integral part of the brand itself. It then moves on to discuss the criticism leveled against the group for allegedly diluting the equity of the Virgin brand through reckless brand extensions. The views of various industry observers and analysts are provided along with the views of people employed by Virgin. Finally, the case discusses the future prospects for the brand in light of the various problems the Virgin group was facing in the early 21st century.
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Issues:
• Appreciate a large multinational company's brand management strategies aimed at cashing in on the equity of an umbrella brand.
Contents:
Keywords:
Brand extension, strategies, Virgin brand, Chairman, CEO, Richard Branson, brand itself, criticism, leveled , allegedly, diluting, equity, Virgin, brand extensions, people, employed, Virgin, future prospects, 21st century
Virgin - Brand Extension or Brand Dilution?
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