Virgin Group Brand Case Study

In conclusion, advertisements, although they are intended to only sell products, contain many different underlying ideas and opinions of the people who created them and the society from which they came. I analyzed a Red Robin commercial for a burger which included a suggestive woman to appeal to men and their appetites. This use of women and the ways in which American society has sexualized food have societal and cultural implications that are not overtly visible unless one is looking for them. If we look at the way Americans view women, we see that they are sexualized. This sexualization is used to sell much more than food, such as cars, watches, perfume

Virgin mobile is entering the US mobile market. Low brand recognition in USA and limited financial resources for advertisement represents a constraint because to enter successfully in such a market Virgin needs to swiftly attract its potential target customer, in order to establish a critical mass and financial strength to defend itself from incumbent and/or other potential entrants (price-wars, dumping, etc…). The profile of target customers, youth in between 15 and 29 years old with low credit credentials and high income / price elasticity (sensitivity to changes in price and income), is in conflict with the need to retain customers for a minimum period of 17

The purpose of this report was to provide a strategic evaluation of the company Virgin Australia. The report begins by conducting a strategic analysis of Virgin, including an analysis of the external environment and an internal analysis of competitive strengths and weaknesses. The report then identifies the strategic direction and objectives of Virgin Australia, including the vision, mission, strategic objectives and stakeholders of the company. The report moves on to explore strategic choices of Virgin Australia by identifying the key broad business level and

Advertising and media, as mentioned above, are one of the most successful ways of manifesting and controlling gender roles and sexuality. The three advertisements revealed earlier help further substantiate the effect imagery has on determining who we are and how we are supposed to act. The first ad is for a children's Texaco cheerleader fashion model, from the late 1960's. This doll is every man's sexual fantasy in material form in a toy marketed to young girls. Secondly is an advertisement from the 1980's promoting Caress Body Soap and their special limited time only mail-in for "silky soft peach panties." Lastly is an image for Candies cologne from the late 1990's depicting the power it has to rid women of all

The business is very heavily promoted, through all forms of media, including press, billboards, magazine inserts, British TV and the internet. The firm capitalises on the distinctive Virgin logo, which is familiar to the British public due to the variety of other products and services offered by the Virgin Group.

The use of sex in advertising may create unrealistic ideals for men regarding women, however, it is a powerful tool for selling products. Through the years advertisers have shown through their advertisements that sex does sell products. Especially when selling to the male viewers. Sex is the second strongest of the psychological appeals, right behind self-preservation, and its strength is biological and instinctive, the genetic imperative of reproduction (Taflinger). Sexual desire is an instinctive reaction in animals, and a person?s perception of a suitable mate is the basis (Taflinger). That perception is usually a set of criteria that the opposite sex must meet, and those that meet and exceed those criteria will provide the chance for

Everyday we expose ourselves to thousands of advertisements in a wide variety of environments where ever we go; yet, we fail to realize the influence of the implications being sold to us on these advertisements, particularly about women. Advertisements don’t just sell products; they sell this notion that women are less of humans and more of objects, particularly in the sexual sense. It is important to understand that the advertising worlds’ constant sexual objectification of women has led to a change in sexual pathology in our society, by creating a culture that strives to be the unobtainable image of beauty we see on the cover of magazines. Even more specifically it is important to study the multiple influences that advertisements have

Criticism of using sexuality in advertising has also noted that it promotes the objectification of women and them in a disrespectful environment (Boddewyn, 1991). Hence, at this point when Hilton is famous, marketers should take responsibility, as they further marketed her with an image of a ‘bimbotic’ girl (Bradely, 2007).

To begin, in ‘Purely Rape: The Myth of Sexual Purity and How it Reinforces Rape Culture’ Valenti explains what she calls the “modernized virgin/whore complex”. Abstinence –only education is taught during the day and then we get exposed to things like ‘Girls Gone Wild’ at night, it’s confusing and problematic and makes women realize that they do not get to define their sexuality, everyone else does (Valenti, p. 300). The “modernized virgin/whore complex” happens because women realize that in some situations they need to act pure and in others they need to act promiscuous, according to our popular culture, and it’s not up for women to decide when it’s appropriate and when it is not. I never heard the term used before, but when I read it in this article it made sense. It is the perfect way to define what society wants from women. It is

One issue Branson definitely has to consider is the loyalty and strong confidence of Canadians in their banks. This confidence is shown in a recent survey where 85% of Canadians expressed confidence in their banking system, 92% agreed that the strength of the large Canadian banks is critical to the health of the overall economy, and 91% are confident that their deposits are secure. Therefore, Virgin has to come up with a good overall package to convince the Canadians to commit their money to Virgin.

For centuries people have made decisions or assumptions of others based solely upon what they choose to do in their respective privacies. Societal institutions ranging from schools to religious affiliations have created guidelines surrounding sexual activity that determine when and if it should be done. While the topic of virginity may be taboo for some, people fail to realize the social stigmas associated with the term in itself. In “The Cult of Virginity”, the author succeeds at illuminating the notion that virginity is a socially constructed term that invokes or revokes the morality of women. Valenti does an excellent job of challenging the societal standards regarding virginity by comparing them to her personal experiences as well as referencing the observations of other authors.

In 2004 Virgin Australia created a non-profit foundation called Virgin Unite to which it unites people and entrepreneurial ideas to they then create opportunities for a better world. Over the last decade, partners have inspired and raised an amount of magnificent relationships such as Ocean Unite, Carbon War Room and The Branson Centres for Entrepreneurship to which these groups have encouraged the change in the world that is needed. Branson says he spends his time now working with Virgin Unite to ensure that he creates a positive difference that is needed in the world. He supports the projects that he is truly passionate about to being an advocate for issues such as gay rights and using the power he has to raise his voice to the issues that

Throughout Jean Kilbourne’s film, Killing Us Softly 4, she states that advertisement is frequently used to communicate with potential consumers and persuade them to buy certain products. While advertising’s main purpose is to sell products, modern advertising does more than just sell a company’s merchandise. Advertisers create the values, images, and concepts of love and sexuality that every member of society is pressured to meet; they tell consumers who they are and who they should be. Modern advertising tends to portray the two genders, male and female, in completely different ways. Men are described as powerful beings who are believed to be insensitive and brutal; they are posed and photographed in positions that create a perception of strength and dignity. On the contrary, women are viewed as the weaker sex and taught to believe that their outward appearance determines their value in society. In a Cosmopolitan magazine, a Miss Dior perfume advertisement uses a beautiful naked woman, with long, brown hair and brown eyes, barely covered by a blanket to sell their product. While the perfume being sold should be the focus of the ad, the woman occupies most of the image lying on a bed in a provocative position. She appears to be around twenty-two years old, which appeals to the belief that sexuality only belongs to the young and attractive. In today’s society, women are viewed as vulnerable, objects used to please men, and flawless.

I believe the Virgin Group, as a corporate parent, does add value to its businesses. The main way in which it adds value to the strategic business units is by the use of their brand name and image. This is very prominent and well recognised world-wide, and therefore gives each business unit instant recognition within their industries and therefore gives each business a strong external image to benefit from. Research shows that the Virgin brand was recognised by 96% of consumers in the United Kingdom, and 95% were able to associate Richard Branson's name with the brand. The brand name is also known for a huge variety of different businesses which shows the name has proved to be very versatile and can probably be put with most fields and brings an element of success.

Virgin is a U.K-based company led by Sir Richard Branson and is one of the three most recognized brands in Britain. The company has a vast history of brand extensions – one of which is their launch of a wireless phone service in the USA. Dan Schulman has been appointed CEO of the Virgin