Question

Please reply to DIscussion 1 and Discussion 2 in your own words:

Discussion 1: Virgin Atlantic Airways positions itself as a very high-quality airline. Their mission to deliver high quality and exception service is, in my opinion, not reflected on its website. The website depicts Virgin Atlantic as a fun, cool airline to fly with. Much of this vibe is from a direct influence from Virgin Records. David Aaker, author of Strategic Market Management goes on to describe Virgin as “a feisty, fun-loving, rule-breaker” (2014, p. 158).

Virgin Atlantic Airways is known for being a first mover in innovation. Virgin was the first airline to offer individual TV screens for its passengers (Virgin Atlantic Airways, 2018). In 2008, Virgin was the first airline to power a commercial jet solely on biofuel (Virgin Atlantic Airways, 2018). Despite Virgin’s features, it is committed to keeping its prices reasonable.

Virgin Atlantic Airways brand-building program is unique. Richard Branson, founder of Virgin Records and Virgin Atlantic Airways, has continuous used the money received from Virgin Records for signing popular artists and used it to build Virgin Atlantic Airways (Virgin Atlantic Airways, 2018). This influence of money from a previous business is why more brands cannot emulated Virgin’s brand-building programs.

Discussion 2: Virgin Atlantic Airlines brand identity is associated with “its image of service quality, value for money, being the underdog, and having an edgy personality” (Aaker, 2014, pg. 158).

No, all potential dimensions are consistent within their brand identity. They are a company who through their consistent innovation and caring attitude coupled with the exceptional ways they find to deliver their customer service have stayed completely inline with their brand identy.

The identity has been brought to life through the personality that the brand has emulated. Virgin Atlantic has a personality that “spans some extremes, from competent to a feisty, fun-loving, rule-breaker” (Aaker, 2014, pg. 158).

Virgin Atlantic has many proof points. Virgin Atlantic goes above and beyond at providing superior service to its customers to include “sleeper seats, in-flight massages, limo service, individual TVs” (Aaker, 2014, pg. 158). They provide more value for your money by offering a little more bang for your buck, “Virgin’s Upper Class is priced at the business class level, mid-class offered at full-fare economy prices…” (Aaker, 2014, pg. 158). As the underdog, they join markets who have large brands that have been around for quite some time. They position themselves as a company who “cares, innovates, and delivers an attractive, viable alternative to customers” (Aaker, 2014, pg. 158). Much of their “edgy” personality has been accredited to founder and owner Richard Branson and his own colorful personality.

More brands should emulate Virgin’s brand-building programs. That may be easier said then achieved. The company’s brand identity seems to stem heavily from Richard Branson who has successfully immersed his own values and personality into the core culture of the company. This would be a difficult thing for other brands to copy if they do not have similar attributes within their company’s wheelhouse.

Answer 1

Disc 1- Vrigin Atlantic airways always strives to offer high quality services to its passangers. Besides its image of a fun filled, path breaker and feisty airline, it is an innovator in many ways. Be it the introduction of biofuel for its jets as a contribution towards environmental cause, or first in industry moves like introduction of individual screens for passengers for enhancing their experience. Virgin has been able to exceed the expectations of all stakeholders through providing best in class services in a sustainable manner at reasonable cost.

The brand building of Virgin is a unique phenomenon where the brand value of a successful business ( Virgin records) has been extended to build another brand carrying the same legacy and fervour with the name of Virgin Atlantic Airways, utilising the money earned from the one to build the other equally fascinating brand.

Disc 2 - Virgin Atlantic derives its personality from its feisty mentor, Richard Branson, who is as innovative,colorful, rule breaker, striving for the unattained and high flier. The airlines is known for its top class services, priced much below the competitor's rates. The airline exceeds the customers' expectations by providing them personalised care and affordable luxury that was earlier reserved for upper class fliers. By doing this, it has positioned itself as an innovator that always provides more value for customers per dollar spent.

The brand identity of Virgin comes from the personality of its mentor which reflects in the service quality, innovation, vivaciousness and energy at work, that delights the customers.