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VIRGIN
Virgin is the third most recognised brand in Britain, and is now quickly becoming one of the global brand names of the twenty-first century along with Coca Cola ad Levis. Virgin was first launched with a student magazine and a small mail order record company in the 1970s. As Virgin became a big success the British founder Sir Richard Branson expanded his company into many different fields, making Virgin a recognised brand in many areas of today’s market. With the Virgin label expanding in so many areas of the market, brand loyalty among customers is even more of an advantage. Not only will a customer repeat purchase with a product if they are happy, it is likely that they will buy in other areas of the Virgin market sector. Brand recognition and the attitudes of the customers are what tie all businesses under the Virgin brand together. The following words describe the values that Virgin basis itself on and how other people perceive the brand: caring, honest, value, fun and innovative.
The key characteristic to the Virgin logo is the flamboyant ‘V’ shown as a tick, telling you that this is the right brand for you, making a personal statement. The colour is an important characteristic; in this case the colour red could be symbolic of the term ‘virgin’. Red is also a very bold colour, giving the Virgin brand a strong dominating appearance. ...
Different businesses within the Virgin brand have a different target audience for example the slogan to Virgin Megastores; ‘what ever turns you on’ is aimed at a young adult audience, the sexual reference is an advertising ploy, which many companies use to attract the younger age range. ... Another example would be Virgin Mobile that is re launching a new commercial advertising campaign with the slogan ‘the devil makes work for the idol thumbs’. ... Virgin Trains is the one Virgin business that is aimed for most age groups, offering a wide range of different carriages to suit the customer’s individual needs. ...
The Branson factor really pushes the brand to be even more successful, due to Richard Branson’s entrepreneurial attitude and his fearless reputation for antics like ballooning across the Atlantic Ocean, the Virgin brand is always guaranteed its fair share of publicity. It is an attitude that has played an extremely important in the global success of the Virgin Brand.
“A brand name that is known internationally for innovation, quality and a sense of fun – this is what we have always aspired to with Virgin.
Approximate Word count = 1996
Approximate Pages = 8
(250 words per page double spaced)
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