Virgin Brand Extension Strategies

Topics: Richard Branson, British Airways, Virgin Group Pages: 6 (1499 words) Published: March 4, 2011


Virgin Holidays achieved unprecedented success in 2010 with a record 13 trophies at the British Travel Awards including the Gold Award for Large Holiday Company of the Year. It was also voted Long Haul Operator of the Year at the Travel Trade Gazette Awards and topped the tourism category in the 2010 UK Customer Services Index.

Virgin is known for applying its brand values across many sectors, making it arguably one of the most diverse brands in the world. Throughout its history, Virgin has focused on quality and service and strives to offer industry innovation. There are now more than 200 Virgin-branded companies worldwide, a testament to its diversity and longevity. Market

Since it was established by Richard Branson in 1970, the Virgin Group has gone on to operate in sectors ranging from music and travel to financial services and retail, with three key brands: Virgin Atlantic, Virgin Holidays and Virgin Media. magazine and along with its multi-awardwinning Heathrow Clubhouse, demonstrates how Virgin Atlantic continues to strive for exacting standards within the airline industry. Virgin Holidays offers bespoke holiday experiences throughout the world, from Alaska to Zanzibar, backed up with expert knowledge and innovative customer service from booking through to resort. It is the UK’s largest long haul holiday company and the market leader to the US, the Caribbean and the Middle East. Its extensive retail network of Virgin Holidays stores – 46 throughout the UK – offers an alternative to the traditional high street travel agent experience. Launched in 2007, Virgin Media was the first company to provide for all of its customers’ digital needs in one package, bringing broadband, television, phone and mobile services to almost 12 million homes nationwide. It owns the largest fibre optic network in the UK and it is purpose-built for the way digital media is consumed today. Films, television, music, games and social networks can be accessed simultaneously, across multiple devices at home and out and about. Virgin Media delivers the UK’s fastest broadband with 10Mb, 20Mb and 50Mb products offering superior average speeds. With the roll out of up to 100Mb continuing into 2011, services are only going to get faster.

Recent Developments
In December 2010, Virgin Media launched the next generation of television powered by TiVo. A groundbreaking service, it not only offers a search and browse facility through past and future TV listings, but also learns what the customer likes and suggests shows they might enjoy – and with a terabyte hard drive, can hold up to 500 hours of programming. Virgin Media television boasts more than 200 channels and the best in high definition and 3D programming, as well as an unrivalled TV on demand service, with thousands of hours of programmes, movies and music. The key to Virgin Media’s success is putting the customer at the heart of everything. More than 750,000 individual customer comments and Net Promoter® Scores have been collected, helping Virgin Media find solutions to issues that are important to its customers.

Virgin Atlantic has won an array of awards for its service and product innovation including Best Business Class, Best Premium Economy, Best Economy and Best Airline Lounge from the likes of Business Traveller, SkyTrax and Travel Weekly, to name but a few. It has also been commended for leading the way in environmental air travel and was the world’s first commercial airline to successfully fly biofuel at 30,000ft. The brand’s memorable Still Red Hot 25th birthday campaign, which recreated the airline’s launch in June 1984, was a notable achievement and listed as one of the top 10 marketing moments of 2009 by Campaign magazine. Virgin Atlantic’s recent focus on building its social media presence has seen the airline rated as one of the most positively perceived and talked-about brands, according to...
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