Virgin Branding Strategy and Marketing Case Study
Analysis and examples of Virgin’s identity, positioning, key messages, tone of voice, brand archetypes, customer benefits, competitors, and marketing content.
Brand Overview
Customers
Target Customer
Premium Experience Travelers
Primary Need (Job To Be Done)
Experience excellent customer care with unique touches while traveling
Brand Visual Identity & Content
Primary Brand Colors
#E31E23
#ffffff
Brand Typefaces
- Barlow
Hero Content
Hero Content Type
Photo
Content Features People
No
Brand Messaging
Key Messages
Benefit or Feature Focus
Benefit
Tone of Voice
Brand Positioning (Elements of Value)
Aspirational
Self-Actualization
Emotional
Provides Access
Functional
Variety
Quality
Avoids Hassles
Brand Benefits
Benefit #1
Access a high level of customer care during the sometimes stressful process of traveling
Benefit #2
Enjoy unique touches that make my traveling experience memorable
Benefit #3
Feel like I’m part of an exclusive club that really appreciates life experiences
Competition
Key Competitors
British Airways, American Airlines, Delta, United, Qatar Airways, Carnival, Royal Caribbean, SpaceX, Blue Origins
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