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Case Study - Virgin: Brand Extension or Brand Dilution?
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Case Study - Virgin: Brand Extension or Brand Dilution? 'Group Project' Submitted by: Alex Chen, Enid Huang, Knight Kang, Thames Sintusakk 'Brand Management MBA in Hospitality Marketing University Europe in Madrid / Les ROCHES School of Hotel Management November 4, 2004 Executive Summary The value of brand is significant to a company; most of the companies around the world want to have a good image in uplifting its brand image. Virgin Group, a British company is being considered the most stretched bran ever in the history of the corporate world. Richard Branson, the Chairman and CEO of the company played a big role in creating the brand image for the company. Instead of spending millions of dollars on advertising campaign, he uses himself as a live advertisement. Does his publicity works in helping Virgin's brand and profit? Not necessarily. Branson has leaded the Virgin Group in many different ventures in completely different segments of the business; this includes...
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