Virgin - Brand Extension or Brand Dilution?
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Case Details:
Case Code : MKTG072
Case Length : 14 Pages
Period : 2003
Pub Date : 2003
Teaching Note :Not Available
Organization : Virgin
Industry : Airline
Countries : USA
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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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Excerpts
Building the Virgin Empire
The Virgin empire's origins can be traced to a music record shop started by Branson in London in 1972. The name Virgin was chosen since all the people involved in the record shop venture were virgins (denoting novices) as far as the world of business was concerned. From the very beginning, Virgin Record Company was a success, with artists and groups such as Mike Oldfield, Phil Collins, Peter Gabriel, Paula Abdul, Janet Jackson, Bryan Ferry, Belinda Carlisle, The Rolling Stones, Simple Minds, The Human League, Culture Club and Genesis in its portfolio...
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Building the Virgin Brand
According to Branson, since the Virgin brand conveyed a sense of youth, quality, innovation and fun to young people across the globe, the decision to launch products such as cola, vodka and clothing under the label made perfect sense...
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Virgin in Trouble
According to a BusinessWeek article, Virgin had experienced the perils of entering unrelated businesses early on, when it entered the aviation business.
After all, problems with Virgin Airways had led to the distress sale of the profitable Virgin Records.
Contrary to his earlier stand that he sold the music business because he did not find it challenging enough, Branson said, "I had to sell a company I loved." Reportedly, his bankers had pressurized him to sell the music business... |
Excerpts Contd...>>
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