Virgin - Brand Extension or Brand Dilution?


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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.

Case Details:

Price:
Case Code : MKTG072 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling Charges

Themes

Brand Management
Case Length : 14 Pages
Period : 2003
Pub Date : 2003
Teaching Note : Not Available
Organization : Virgin
Industry : Airline
Countries : USA

Abstract:

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.

Issues:

• Appreciate a large multinational company's brand management strategies aimed at cashing in on the equity of an umbrella brand.

Contents:

  Page No.
The Debate on Virgin 1
Building the Virgin Empire 2
Building the Virgin Brand 3
Virgin in Trouble 5
The Issue of Brand Extension/Brand Dilution 6
Where Does Virgin Go From Here? 7
Exhibits 10

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

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