Virgin Brand Identity

In order to understand the Brand Identity Planning Model it is important to look at how other companies have used the model - here is an example of how Virgin may have completed the model.

Brand Essence

    * Iconoclasm

Core Identity

    * Service Quality

            Consistent best-of-category quality delivered with fun and flair

    * Innovation

            First with truly innovative value-added features and services

    * Fun and Entertainment

             A fun and entertaining company

    * Value for money

             Provide value in all its offerings, never just the high-priced option

Extended identity       

    * Underdog

          Fighting the established bureaucratic firm with new creative offerings

    * Personality

          o flaunts the rules
          o Sense of humor, even outrageous
          o Underdog, willing to attack the establishment
          o Competent, always does a good job, high standards

    * Virgin Symbols

          o Branson and his perceived lifestyle
          o Virgin blimp
          o Virgin script logo

Value Proposition

    * Functional Benefits

          o A value offering with quality, plus innovative extras delivered with flair and humor

    * Emotional benefits

          o Pride in linking with the underdog with an attitude
          o Fun, good times

    * Self-Expressive benefits

          o Willingness to go against the establishment

Relationship                                    

    * Customers are fun companions

Brand Leadership by David A. Aaker and Erich Joachimshtaler