Virgin Atlantic Brand

How the Virgin brand targets a specific consumer profile

2012

Executive Summary

The first section of the report will analyse Virgin Atlantic's branding towards a specific consumer (young, single and a wealthy business man). In the second section of the report, it will go into further detail on how the key principles of their branding are specifically targeting this consumer and how it can persuade them to purchase through their company. And to finish, there will be a summary of the strengths for the current branding of Virgin Atlantic.

Contents

1. Introduction 4

2. Consumer Profile 4

3. Virgin Atlantic 4

4. Branding 5

Fig 1. Adapted from Pike (2008) 6

4.1 Strengths 7

Conclusion 7

References 8

1. Introduction

This report will talk about the current brand that is Virgin Atlantic. Focusing on how this brand attracts a specific consumer, the report will assess how the key principles of their brand can engage these consumers. Taking research from the organisations own resources, including their website and promotional aspects, it will discuss their marketing techniques, their strengths, and competitor advantages. On the whole it will focus on how their branding methods engage/target the upper class consumer.

2. Consumer Profile

* Will

* 25 years of age

* Successful business man as a marketing director

* Lives in Chelsea, London

* Interests include mainly golf, fast cars

* Shops at high end supermarkets as money is no issue and prefers finer foods

* Purchases designer labels and upper class products in order to raise self esteem

* Likes to show off his high prestige, increasing his status

3. Virgin Atlantic

Virgin Atlantic is a British airline that was founded in 1984 by Sir Richard Branson, with partners now including Singapore Airlines and Delta Airlines. According to Alison Smith, a writer for the Financial Times, Sir Richard’s business philosophy was built around reputation,...