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Essay / Research Paper Abstract
When Virgin Atlantic was founded in 1984, it was little more than a commuter airline "puddle jumping" throughout Europe. Today, it is an airline that fights regular battles with British Airways, while promoting its "upper class" service. This paper explores how, exactly, Virgin Atlantic communicates its image to the flying public. Bibliography lists 3 sources.
Page Count:
7 pages (~225 words per page)
File: D0_MTvirgin.rtf
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Unformatted sample text from the term paper:
parlayed the company into a global Goliath. Yet the Virgin is not just for airlines alone - Branson, in his infinite business wisdom, has slapped the Virgin logo on products
ranging from colas, to music stores, to jeans; all of which help further mark brand identification of an airlines to the flying population. Although Bransons empire is far-flung and features
many companies, all of these entities share one thing in common - theyre hard to forget. All over the world, the Virgin logo is noticed and remembered, which is a
definite help to an airline company that began life as little more than a cut-rate discount commuter airlines that flew pretty much between England, Scotland and Wales.
Because of Bransons marketing efforts, the airline has moved from the position of "puddle jumper" to the enviable position of being one of the worlds
most recognized transport systems of passengers. The question, under these circumstances is, how did Branson, who is the airlines chairman and managing director, manage to burn the Virgin brand name
upon the consciousness of European (and even American) travelers, especially during a time in which the airline industry was undergoing huge deregulation? How was he able to beat the competition
in order to become one of the worlds most recognizable airlines, recognized for quality, service and a good ride? How has Bransons efforts differed from those of other airlines? The
answer boils down to two words: marketing communications. In order to determine how, exactly, Virgin Atlantic has succeeded in using the marketing
communications tool, it is helpful to determine what, exactly, the tool is. The "tool" in question - marketing communications - is pretty much what it sounds like. Marketing communications is
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