Case Study 4 Virgin Group Brand ExtensionsDear students,
Please read the case on the following page:
Virgin Group Brand Extensions: Lots of hits and misses. Page 262.
Then answer the questions at the end of the case.
You will be graded on how well you have thought out your answers and if you have provided justifications for them. Please answer the questions directly and include factual justification for your answers. Provide personal interactions and viewpoints of the Virgin brands. Please answer all questions if there are multiple ones. You will also be graded on grammar. Please use outside resources to update your answers with current information but they must be cited.
- When founder Richard Branson is no longer at the helm (and in the news), do you believe Virgin will be able to continue its forays into radically different brand extensions? What strategies can the Virgin Group employ to assure continued brand success after Branson is out of the picture? Should those strategies be implemented now or after the founder’s departure?
- In this chapter, you learned about Aaker’s five dimensions of brand equity. Assess the Virgin brand on the basis of these dimensions. With these dimensions in mind, what steps could the Virgin Group take to increase brand equity even further?
- Is the Virgin experience with brand extensions an anomaly or are there lessons that could be applied to any brand wanting to expand this way?