Diversity of Virgin Group

 Essay on Diversification of Virgin Group

DIVERSIFICATION

The Virgin Group covers an array of industries

Although keeping the name brand in all of them is not a good strategy. The reason is , the brand Virgin originally was standing for a particular group of products/services having its own manufacturer image. But when it attached it to every possible product/service that had not been necessarily related to the original product/service, it lost its value. The brand misplaced its brand image that this cannot deliver one particular meaning to the consumers because the products/services are too different. This simple fact can be proven when you ask persons what terms, images, or ideas they will associate with Virgin. It’s likely that they would talk about different suggestions and may not be able to develop one logical advantage that would differentiate Virgin mobile from all others. What Virgin did was dangerous while consumers also have a certain perception about a brand and it can either be good or perhaps bad. In the event originally, they perceive some brand being superior, then when it diversifies and its other products/services are certainly not as good as the initial, then the manufacturer can lose its company equity. Alternatively, if consumers originally perceive a brand to be mediocre or perhaps horrible, in that case attaching that to different superior products/services by the same company may ruin that particular product/service due to negative associations the original company has made. Keeping the brand identity Virgin in most of its products, the Virgin mobile group provides watered down the effectiveness of the brand instead of strengthening that further. This is also probably perhaps you should one of their products is considered the leader in any from the industries it is in. As well, it is very hard to develop company loyalty with Virgin, since the customers cannot develop one particular romance with the manufacturer as it is not connecting in a way that is relevant to them. On the other hand, Benetton pursued Related Variation. It houses a variety of products that complement each other and they are all linked to fashion and...

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