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.
The Debate on Virgin Contd...
Since the late 1990s, many of Virgin's extensions had fared rather poorly, particularly its cola, vodka, utilities, train services, computers and mobile telephony (in Singapore) businesses. Since the Virgin group was a private entity, analysts did not have access to its financials, and hence could not categorically comment on its overall performance.4
4] Most Virgin companies were operated through offshore trusts in Channel Islands, and holding companies in the British Virgin Island. In these areas, companies were not obligated to publish their accounts. Thus, the group did not have to bother about issues such as transparency of operations and financial performance. BusinessWeek said that Virgin managed to do so since group companies were "constantly shifted around" and businesses were "forged and discarded" on a regular basis.
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