Case Code : CLMM040
Publication date : 2009
Subject : Marketing Management
Industry : Diversified
Length : 04 Pages
Price : Rs. 100
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Richard Branson, Virgin Group, Virgin Galactic, Brand extension, Brand dilution, space tourism, space travel, Burt Rutan, Paul Allen
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This case is about British entrepreneur Richard Branson's (Branson) new venture, Virgin Galactic, which he started with the aim of making space travel available to the general public. Over the years, Branson had launched hundreds of ventures with the portfolio including cola, aviation, and financial services, by extending the Virgin brand name. Some experts felt that by extending the Virgin brand name to unrelated categories, Branson ran the risk of diluting the brand. However, Branson was unperturbed and quite upbeat regarding the prospects of his new ventures including Virgin Galactic which was expected to commence its first commercial trip in 2010.
Questions for Discussion:
1. Critically analyze Richard Branson and his space tourism venture. Do you think he will succeed in making this a profit-making venture?
2. "If it is a success, we want to move into orbital flights and then, possibly, even get a hotel up there." Will Branson's dream come true? Give reasons to support your answer.
3. Do you agree with experts that extending the Virgin brand name across different categories will lead to brand dilution? Give reasons to support your answer.
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