Virgin - Brand Extension or Brand Dilution?
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Commenting on the detractors of brand stretching, Branson said, "They think that brands only relate to products and that there is only a limited amount of stretch that is possible...
Exhibit I: The Virgin Group of Companies*
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