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Virgin

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Information about Virgin

Published on October 31, 2007

Author: vincamma

Source: slideshare.net

Description

MSc Corporate Communication University of Lugano
Virgin Case on diversification and corporate Identity
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Università Master Corporate della of Science in Communication Svizzera Communication Italiana and Economics SE 2006 Work out 8 It’s always Virgin. Extension vs dilution. by

Work out 8 Università Master Corporate della of Science in Communication It’s always Virgin. Svizzera Communication Italiana and Economics SE 2006 Extension vs dilution. Value projection 1. Innovation Re-invention > Value added ADV vs. Smart PR, Branson Quality protagonist, Viral Marketing Customer oriented Above-average service and improve the existent Power & Independence Team Spirit Everywhere and “Branson family” everything they want. employees motivation Extreme diversification Fun & Youth Risk/challenge To be cheeky – “It’s easy to do!” Constant search for new opportunities Overlapping with logo and target Many and hazardous brand extensions Endure even if unprofitable by

Work out 8 Università Master Corporate della of Science in Communication It’s always Virgin. Svizzera Communication Italiana and Economics SE 2006 Extension vs dilution. Audit tools 2. 2.1 Organizational Communication Audit (internal) > Internal coherence and consistency > Employees’ satisfaction and agreement with corporate strategy > Verify Correlation - failures/identification (with the brand and sub-brand) by

Work out 8 Università Master Corporate della of Science in Communication It’s always Virgin. Svizzera Communication Italiana and Economics SE 2006 Extension vs dilution. Audit tools 2. 2.1.1 The first question: “How satisfied are you with your job?” (from 0 to 10) Between the 8 dimensions we have chosen: Corporate information: timely, clearly and totally informed Communication climate: trust, openness, feeling of being taken seriously Personal feedback: performing correctively and job reward (monetary and non monetary) Co-worker communication: horizontal communication, identification (We vs. Me) important for the decentralized structure by

Work out 8 Università Master Corporate della of Science in Communication It’s always Virgin. Svizzera Communication Italiana and Economics SE 2006 Extension vs dilution. Audit tools 2. 2.2 Deductive tool (pre-defined set of values) on Qu ati Target: customers for each business al ov i ty Inn External perception of the values projected by the company. Eg. financial services and telecommunications Team Spirit Vs value “youth”? Risk/challenge The gap projected/perceived values How people feel about how things are communicated Fu n& Po w Yo er ut & h Ind . by

Work out 8 Università Master Corporate della of Science in Communication It’s always Virgin. Svizzera Communication Italiana and Economics SE 2006 Extension vs dilution. Logotype 3. Recognition: Awareness, memorable Affect: good, liking, quality, interesting, distinctive Familiar meaning: present in consumer daily life Create a sense of meaning Asymmetric (prominent V) Simple, not elaborated and immediate Active and rhythmic: underline the youth Colors: and innovation values; the ascendant > Red of passion, power, vitality and descendant lines create the dynamism to get the attention and the involvement (fun, risk, challenging and innovation) > White of purity, simplicity, safety, to support the word “virgin” (historic fact of novices) Font: Brush script, spray signature. by

Work out 8 Università Master Corporate della of Science in Communication It’s always Virgin. Svizzera Communication Italiana and Economics SE 2006 Extension vs dilution. Logotype 3. There is consistency with the values communicated by the company. It is based on a irreverent opposition (oxymoron) between the signify of word “virgin” (virginity, purity and innocence, novices) and the way in which the significant is designed (brushed) and conveyed (fun, irreverence, risks, cheeky, innovation) The fact that Virgin uses the name of the company to represent itself is related to the diversification strategy: a symbol can’t be applied to all kind of businesses by

Work out 8 Università Master Corporate della of Science in Communication It’s always Virgin. Svizzera Communication Italiana and Economics SE 2006 Extension vs dilution. Conclusion 4. If the gap value projected/perceived is high we would: > think again to the present values and if necessary change, conveys other values. > reflect extension or concentration? > Use ADV in traditional way: Branson’s live is not enough for cover awareness around the world. by

Università Master Corporate della of Science in Communication Svizzera Communication Italiana and Economics SE 2006 Work out 8 It’s always Virgin. Extension vs dilution. Thanks for your attention. by

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