BRAND BUSINESS STRATEGY REVIEW Billy Blue College of

BRAND BUSINESS STRATEGY: REVIEW Billy Blue College of Design AD 303 Design and Business – Lecture 10

AD 303 – Lecture 10 Branding is not marketing.

AD 303 – Lecture 10

AD 303 – Lecture 10 The Virgin brand. Irreverent Freedom loving Anti-establishment

AD 303 – Lecture 10 How does this drive the Virgin business and the businesses it starts up?

AD 303 – Lecture 10 Virgin seeks out opportunities in markets in which these values are important and provide business opportunity

AD 303 – Lecture 10 This is done by targeting controlled cartels (highly regulated business operating environments) which operate under pseudo competitive

AD 303 – Lecture 10 Virgin see potential opportunities and profit to be made in these markets by entering as a new player who doesn’t play by the rules. This is their brand position

AD 303 – Lecture 10 The Virgin brand. Brand Essence Irreverence The individual

AD 303 – Lecture 10 The Virgin brand. Core elements Value Innovation Service quality Fun & entertaining

AD 303 – Lecture 10 The Virgin brand. Extended elements Personality Underdog Richard Branson

AD 303 – Lecture 10

AD 303 – Lecture 10 Differentiation and ownership is a key component of any Brand. This involves establishing differentiated market position, philosophy, personality and identity around your company.

AD 303 – Lecture 10 Branding then really is the promise your company makes to the customer and employees, and the relationship you have with them.

AD 303 – Lecture 10 Virgin delivers its brand customer experience via its marketing strategy – this is marketing Product, Price, Place, Promotion & People

AD 303 – Lecture 10 A strong brand is the result of marketing consistency. Promise one thing and deliver another and the consumer becomes suspicious and trust

AD 303 – Lecture 10 Truly authentic brands (company, department, and its people) are increasingly successful because they develop unique brand identity and strategy - every bit as important as the product/service being provided and marketed.

AD 303 – Lecture 10 All marketing effort should go towards defining, positioning and strengthening the brand.