Abstract:

Internationally, the Virgin brand is consistently one of the most respected names across the many sectors it operates in. Driving this performance is a business model that is truly unique and rests on the applicability of a brand to a wide range of different sectors, from cell phones, to aviation, financial services and hospitality. Drawing on leading qualitative and quantitative techniques, the authors of this paper will highlight a need for insight and brand managers to stop looking at brands as abstract entities and more as instruments for increasing consumer engagement, easing new category entry and, ultimately, creating return for the business.