Ultimate extension

As an introduction on the already intensively discussed subject of brand extension , I would like to start by presenting world’s most stretched brand ever: Virgin.

Though most people know Virgin as an airline service, it is much more than that.
Virgin entered the world as a music record shop but this well-known brand can now be found in various product categories. Their activities go from broadcasting over aviation to cosmetics.

But extending a brand also includes taking very high risks. If your market strategy fails, it might damage your brand image or leave a financial hangover behind.
Even specialists like Virgin sometimes fail at convincing their target group. The most known example of a “ Virgin – failure “ is without a doubt the launch of their own Virgin cola.

Nevertheless, brand extension can be a very effective way of refreshing your brand!

Maud Bossuyt