Lourdes Oliva

Has Virgin's brand extension strategy been a success? Lourdes Oliva

The main purpose of this work is to evaluate if the Virgin brand extensions to diversify its offerings has been a success, focusing the analysis on the principal branding strategies. Chapter1 introduces the Virgin organisation and Brand Extensions strategy. Chapter 2 explains the research methodology. Chapter 3 presents the origins and fundamental terms of branding. Then, it addresses the concept of strong brands and discovers their common features and advantages. It also concentrates on the brand extensions focusing on analysing the main typology used and the conceptualization from different perspectives of the complex term brand equity, to finish with the evaluation of outcomes. This Virgin case study helps to exemplify the different branding strategies used by the organisation. In addition, the researcher conducted some intensive methodological research including a survey to one hundred respondents to evaluate Virgin's brand equity health, attitudes and opinion towards the firm BE in (chapter 5) by following the adapted success framework. The research attained conclusions (chapter 6) to finally be on the position of making recommendations (chapter 7) appropriate to the firm.