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Brand Identity
Akash C.MathapatiAsst Professor – Marketing Area
Kirloskar Institute of Advanced Management [email protected]
The Virgin Brand Identity
• Richard Branson’s instincts in choosing new business ventures, his strategic vision, the quality & entrepreneurial drive of the management teams & venture partners that runs virgin’s business
Akash C.Mathapati
Service Quality
• In 1997, virgin was named the best transatlantic carrier for the 7th consecutive year
• The best business class for the 9th consecutive year
• Virgin measures well against such outstanding service-oriented airlines as British Airways, Ansett and Singapore Airlines
Akash C.Mathapati
Innovation
• Virgin’s philosophy on innovation is simple: be first and dazzle customers
• It pioneered sleeper seats in 1986• Virgin has pushed innovation like no
other airlines• 3% of revenues are allocated to new
service quality innovations
Akash C.Mathapati
• Fun and Entertainment• Value for Money
– Virgin’s Brand Identity also Includes– The Underdog
• The company typically entered markets & industries populated by established players
Akash C.Mathapati
– The Virgin Personality• Flaunts the rules• Had a sense of humor that is outrageous at
times• Is an underdog, willing to attack the
establishment• Is competent, always does a high-quality
job, and has high standards
– Virgin Symbol
Akash C.Mathapati
Virgin Symbol
Akash C.Mathapati
Stretching the Virgin Brand
Akash C.Mathapati
• There are difficulties & risks in stretching a brand, but also significant benefits
• Other brands with extended portfolios have demonstrated– Multiple offerings can gain a brand more
visibility & awareness– The extensions can potentially add & reinforce
key associations– With a strong flexible parent brand, a new
name does not have to be established when new products/services are introduced
Akash C.Mathapati
Communicating the Brand – The Role of Publicity
• It could not compete with british airways in advertising budgets
• Although some of the stunts are outrageous, they do not cross the line
• Virgin excites, surprises, even shocks, but does not offend
• It never deviates from core brand values of quality, innovation & value for money
Akash C.Mathapati
