Virgin - Brand Extension or Brand Dilution?![]() ![]() ![]() ![]() |
ICMR HOME | Case Studies Collection Please note: This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source. |
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Abstract:
Issues:• Appreciate a large multinational company's brand management strategies aimed at cashing in on the equity of an umbrella brand. Contents:Keywords:Brand extension, strategies, Virgin brand, Chairman, CEO, Richard Branson, brand itself, criticism, leveled , allegedly, diluting, equity, Virgin, brand extensions, people, employed, Virgin, future prospects, 21st century |
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