P/M/716. Virgin brand analysis

The paper reports on the strategy behind the Virgin brand success relating the company’s history and background, reviewing literature on brand valuation models (including Interbrand, Knox and Maklan’s model, Young & Rubicam’s Brand Asset Valuator, etc.), characteristics of brand success, etc. The methodology of the research is described; the analysis of the findings is performed using SWOT and brand valuation models, discussing the evolution of Virgin’s strategies, etc.