Virgin flies high with brand extensions virgin flies high with brand extensions, strategic direction, vol 18 management & strategy current issue . Brand extension the benefits and pitfalls brand extension strategy is a not many companies can be compared to virgin group in doing a-z of brand extension virgin. For example, coca-cola introduced diet coke as a brand extension strategy brand leverage vs brand extension brand leverage is the slight variation of brand extension. In theory, launching a successful brand extension should be easy all you have to do is take a familiar name and slap it on a new product in another category. 6 worst brand extensions from famous companies many brands have successfully extended their brands think apple's iphone not colgate entree dinner's or virgin brides.
Brand extension is now a quite popular and frequently used strategy in brand management the history of brand extension can be traced back to the 1960s (gamble,. Brand education is a core competency of the blake project, the brand consultancy behind branding strategy insider as practitioners and educators we deliver interactive brand education workshops and keynote speeches designed to align individuals and organizations on essential concepts in brand management and empower them to release the full . Virgin group ltd – is a british multinational brand and it runs businesses like virgin bingo, virgin cafe, virgin casino, virgin charter, virgin holidays, virgin coffee, virgin healthcare, etc three main types of brand architecture.
Launching of a new product with the brand extension strategy tina vukasovič international school for social and business studies, celje, slovenia. The latest article in our 'how to start your purpose-driven business now' series sees virgin's very own fiona ross share her insight and advice on creating a powerful, purpose-driven brand. 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, sir . This free marketing essay on an evaluation of brand extension strategies in large conglomerates is perfect for marketing students to use as an example. Overview new product & brand extension brand extension types of brand extension advantages disadvantages how consumers evaluate extensions brand strategy yodhia .
1 högskolan i halmstad section for business and technical studies (set) advantages and disadvantages of brand extension strategy for companies. The brand extension is a marketing strategy that uses the same brand name to different product, to product in different category or the same category it is a risky strategy that has to aim to increase the sales or the brand equity. Experience and understanding of consumer behaviour, brands and marketing strong network of investors, management teams and alumni virgin group is also an active technology-focused venture investor with a portfolio of over 35 companies spanning the consumer internet, fintech and sharing economy sectors. Strategy careers life arizona some brands, like virgin, have done a great job extending their brand it's gone from music, to airlines, to trains parham santana, a brand extension . Over the last decade, brand extension has virgin brand from planes to colas clearly, how far can you stretch your brands.
The branding strategy of apple is what makes the company become successful exclusive report (50 pages) on marketing strategy of nike can be downloaded here free apple utilizes not just line extension or brand as a strategy- it utilizes both. Another example is virgin group, which thors use three dimensions to measure the ﬁt of extension the effect of brand extension strategies upon brand image eva . Despite some failures, the continuing success of virgin and easygroup brands highlights need for thoughtful brand extension. Brand extension: advantages and disadvantages of brand extension brand extension refers to the use of a successful brand name to launch a new or modified product in the same broad market a successful brand helps a company enter new product categories more easily for example, fairy (owned by .
For virgin, brand extensions form a key part of overall strategy and so treading carefully is vital one mistake and there is a tangible danger of brand damage and dilution. Brand extension, also known as brand stretching, is the use of a well-established brand name for a new product or new product category. 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. Virgin atlantic’s distinctive brand voice has seen the once-maverick challenger brand become one of the uk’s favourite airlines key insights.
List of benefits and risks of brand extension can a brand be all things to all people some like virgin and mitsubishi have tried. The research has been undertaken in order to reveal the unique strategies that the virgin group employed in its extensions, and to examine whether.