Most companies fail when they cross their extension baundaries but Virgin doesn’t seem to have limited extension range. Richard Bransons companie has been able to interfere in a enormous variety of markets, using itss polyvalent brand name.
Virgin is a strong worldwide known brand but due to many extension activities, the company can’t spread any longer a single powerful message. Years ago, it had an attractive image as a rebel, a fresh companie which loved revolting monopolies and bureaucracy. Carried by it’s illustrious owner, Sir Richard Branson, Virgin started to participate in a wide range of activities. Personnally, I think it is quite dangerous of letting a company depend this heavily on its icon, especially when people can’t link the brand to a specific message anymore. Furthermore, it’s worth pointing out that Virgin isn’t a market leader in any of its businesses and that it’s not an innovative company. Nowadays the company remains fresh in new markets, but over time, the new kid in town will become a worn out greybeard. Question is, will Virgin be able to remain a highflyer then?
Source: http://www.brandchannel.com/features_profile.asp?pr_id=215
Van Vooren Lennert
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