MARKETING COMMUNICATIONS （MAN2094）教学：workshop 2.pdfVIP

Workshop 2 Brand Communication Strategies – Case Study (max 5 pages, save as PDF/ PPT). Case study includes slide that shows sources of connectivity. • Connecting the consumer to the brand – Students should find a brand that follows the sources of connectivity, • Explain how the brand uses these sources and maybe link it to the promotional mix and marketing activities as examples. Virgin Atlantic The challenger brand Virgin brand image and associations Virgin Atlantic launched 1984 • Back in the early 80s Richard Branson was probably best known for Virgin Records - the legendary record label that signed major names like the Rolling Stones, Janet Jackson and The Human League. • In 1984, much to the horror of his directors, Richard announced to the world that a high quality, value for money airline would begin operating. Three months, some licences, staff and an aircraft packed with celebrities later, Virgin Atlantic Airways was born. By 1990 Virgin Atlantic flew 1 million passengers by doing things differently Shaking up services on-board by being the first airline to offer individual TVs to their business Embarrassing the competition (politely) Talking to passengers on competitor’s flights Proving we really care! Celebrating world cup sponsorship Delivering service enhancements Repositioning the meaning of flight Celebrating each anniversary Celebrating company achievements Living the brand (identity) • 25 years –Virgin Atlantic • Challenger