CORPORATE BRAND –PERSONAL BRAND VIRGIN GROUP LTD. –RICHARD … filepresentation corporate brand...

44
PRESENTATION CORPORATE BRAND MANAGEMENT II IMU MARKETING, UNIVERSITY OF BERN CORPORATE BRAND – PERSONAL BRAND VIRGIN GROUP LTD. – RICHARD BRANSON Marlène Käsermann Dorothea Maag 22/03/2010

Transcript of CORPORATE BRAND –PERSONAL BRAND VIRGIN GROUP LTD. –RICHARD … filepresentation corporate brand...

Page 1: CORPORATE BRAND –PERSONAL BRAND VIRGIN GROUP LTD. –RICHARD … filepresentation corporate brand management ii imu marketing, university of bern corporate brand –personal brand

PRESENTATION 

CORPORATE BRAND MANAGEMENT IIIMU MARKETING, UNIVERSITY OF BERN

CORPORATE BRAND – PERSONAL BRANDVIRGIN GROUP LTD. – RICHARD BRANSON

Marlène KäsermannDorothea Maag

22/03/2010

Page 2: CORPORATE BRAND –PERSONAL BRAND VIRGIN GROUP LTD. –RICHARD … filepresentation corporate brand management ii imu marketing, university of bern corporate brand –personal brand

??

??

Page 3: CORPORATE BRAND –PERSONAL BRAND VIRGIN GROUP LTD. –RICHARD … filepresentation corporate brand management ii imu marketing, university of bern corporate brand –personal brand
Page 4: CORPORATE BRAND –PERSONAL BRAND VIRGIN GROUP LTD. –RICHARD … filepresentation corporate brand management ii imu marketing, university of bern corporate brand –personal brand

4

Page 5: CORPORATE BRAND –PERSONAL BRAND VIRGIN GROUP LTD. –RICHARD … filepresentation corporate brand management ii imu marketing, university of bern corporate brand –personal brand

Richard Charles Nicholas Branson

• Born  on 18th of July 1950 

• Dyslexia

• Poor academic performance 

• Excellent in sports and connect with others

• Dropped out of boarding school at the age of 17 

• 1967 starts his own magazine

cult status ‐ unique personal style. 

5

Page 6: CORPORATE BRAND –PERSONAL BRAND VIRGIN GROUP LTD. –RICHARD … filepresentation corporate brand management ii imu marketing, university of bern corporate brand –personal brand

“Your business is not unique, but you are” ‐ New York Times

6

Page 7: CORPORATE BRAND –PERSONAL BRAND VIRGIN GROUP LTD. –RICHARD … filepresentation corporate brand management ii imu marketing, university of bern corporate brand –personal brand

One of the richest and most fascinating men in the world

Public:

• Highly competitive 

• Workaholic 

• Tough negotiator in 

business dealings

• Outgoing, crazy

Private:

• Warm

• Friendly

• Idealistic

• Family man 

7

Page 8: CORPORATE BRAND –PERSONAL BRAND VIRGIN GROUP LTD. –RICHARD … filepresentation corporate brand management ii imu marketing, university of bern corporate brand –personal brand

How it all began, from the beginning until today (www.virgin.com)

1968

'Student' magazine went into print and sold over 50,000 copies 

of the first issue.  

1970

VIRGIN started as a Mail‐Order record company. 

1972

Recording studio called "The Manor"  where the first ever 

Virgin artist, Mike Oldfield, recorded Tubular Bells. 

8

Page 9: CORPORATE BRAND –PERSONAL BRAND VIRGIN GROUP LTD. –RICHARD … filepresentation corporate brand management ii imu marketing, university of bern corporate brand –personal brand

1973

The Virgin record label is launched and the Virgin Music 

Publishing operation is established in the UK. 

1977

Virgin signed the Sex Pistols

1984

• Virgin Atlantic• Virgin Cargo

9

Page 10: CORPORATE BRAND –PERSONAL BRAND VIRGIN GROUP LTD. –RICHARD … filepresentation corporate brand management ii imu marketing, university of bern corporate brand –personal brand

1985

Virgin Holidays

1987

Virgin Records America

1988

Virgin Megastores opens new stores in Glasgow, Paris

and numerous other British, 

European, American and Pacific Basin cities...

and 2 years later even in Japan.

10

Page 11: CORPORATE BRAND –PERSONAL BRAND VIRGIN GROUP LTD. –RICHARD … filepresentation corporate brand management ii imu marketing, university of bern corporate brand –personal brand

1991

Virgin Books

1992

Virgin Records is sold to Thorn EMI

1993

Virgin Radio 

UK's first national, commercial rock music station. 

11

Page 12: CORPORATE BRAND –PERSONAL BRAND VIRGIN GROUP LTD. –RICHARD … filepresentation corporate brand management ii imu marketing, university of bern corporate brand –personal brand

1994

• Virgin Retail becomes UK's largest music retailer

• Virgin Vodka and Virgin Cola

1995

Virgin Cinemas

1996

• Virgin Express airline• V2 Music , V2 Records and V2 Music

• Virgin Net• Virgin Brides 

12

Page 13: CORPORATE BRAND –PERSONAL BRAND VIRGIN GROUP LTD. –RICHARD … filepresentation corporate brand management ii imu marketing, university of bern corporate brand –personal brand

1997

• Virgin Trains wins the 15 year franchise for the Intercity West Coast line. 

• Virgin Cosmetics

• Virgin Direct unveils the Virgin One Account mortgage.

1999

• Richard Branson is knighted for “services to entrepreneurship” and 

presented as a millennium icon.

• Virgin Mobile

• Virgin Active

13

Page 14: CORPORATE BRAND –PERSONAL BRAND VIRGIN GROUP LTD. –RICHARD … filepresentation corporate brand management ii imu marketing, university of bern corporate brand –personal brand

2000

• Virginmoney.com 

• Virgin Travel store • Virgin Student • Virgin Energy• V.Shop• Virgin Cars • Virgin Wines

• Virgin Mobile Australia

• Virgin Blue

14

Page 15: CORPORATE BRAND –PERSONAL BRAND VIRGIN GROUP LTD. –RICHARD … filepresentation corporate brand management ii imu marketing, university of bern corporate brand –personal brand

VIRGIN GROUP LTD.

15

Page 16: CORPORATE BRAND –PERSONAL BRAND VIRGIN GROUP LTD. –RICHARD … filepresentation corporate brand management ii imu marketing, university of bern corporate brand –personal brand

The company features

• strong brand recognition

• innovation, creativity, youth, fun, 

• fun working atmosphere 

• being a part, like family

• open communication

The company’s structure

• Virgin Management Ltd (VML)

• belief in delegation 

trusts  people

• no public trade

16

VIRGIN GROUP LTD.

Page 17: CORPORATE BRAND –PERSONAL BRAND VIRGIN GROUP LTD. –RICHARD … filepresentation corporate brand management ii imu marketing, university of bern corporate brand –personal brand

“David against Goliath”• In the UK with Virgin Atlantic Airways against British Airways

• Virgin Cola against Coca Cola and Pepsi

17

VIRGIN GROUP LTD.

Page 18: CORPORATE BRAND –PERSONAL BRAND VIRGIN GROUP LTD. –RICHARD … filepresentation corporate brand management ii imu marketing, university of bern corporate brand –personal brand

CORPORATE MISSION

18

VIRGIN GROUP LTD.

Page 19: CORPORATE BRAND –PERSONAL BRAND VIRGIN GROUP LTD. –RICHARD … filepresentation corporate brand management ii imu marketing, university of bern corporate brand –personal brand

Corporate Mission: Who are we?

Virgin is a leading branded venture 

capital organization and is one of the 

world's most recognized and 

respected brands. 

19

Page 20: CORPORATE BRAND –PERSONAL BRAND VIRGIN GROUP LTD. –RICHARD … filepresentation corporate brand management ii imu marketing, university of bern corporate brand –personal brand

Corporate Mission: What is our aspiration and purpose?

“Be different by being better” ‐ Richard Branson

• Value for money 

• Quality• Innovation• Fun• Sense of competitive challenge

20

Page 21: CORPORATE BRAND –PERSONAL BRAND VIRGIN GROUP LTD. –RICHARD … filepresentation corporate brand management ii imu marketing, university of bern corporate brand –personal brand

Corporate Mission: What is our business, now and in the future?

• Quality service• Empowering employees

• Monitor customer feedback

• Improve the customer's experience

• Innovation

21

Page 22: CORPORATE BRAND –PERSONAL BRAND VIRGIN GROUP LTD. –RICHARD … filepresentation corporate brand management ii imu marketing, university of bern corporate brand –personal brand

Corporate Mission: What do we offer?

“Virgin is about doing things that really work, not just looking 

the part. We are passionate about running our businesses as 

well as we can, which means treating our customers with 

respect, giving them good value and high quality and making 

the whole process as much fun as it can be.” ‐ Richard Branson

22

Page 23: CORPORATE BRAND –PERSONAL BRAND VIRGIN GROUP LTD. –RICHARD … filepresentation corporate brand management ii imu marketing, university of bern corporate brand –personal brand

Brand Mission: How are we perceived?

• Most admired brand in UK

• Innovation• Creativity• Challenge• Fun• Youth• Employee friendly

23

Page 24: CORPORATE BRAND –PERSONAL BRAND VIRGIN GROUP LTD. –RICHARD … filepresentation corporate brand management ii imu marketing, university of bern corporate brand –personal brand

Brand Mission: How do we want to be perceived?

24

• Keeping up with new movements 

• Sustainability •Virgin Green Fund•Virgin Earth Challenge•Biofuel 

• Exploring the space / futuristic•Virgin Galactic

• Customer orientated

Page 25: CORPORATE BRAND –PERSONAL BRAND VIRGIN GROUP LTD. –RICHARD … filepresentation corporate brand management ii imu marketing, university of bern corporate brand –personal brand

Brand Mission: How our behavior is perceived at the various touch points?

• Employees

• Customers / Fans

• Environment Groups

• Media

• Public 

• Businesspartners

25

Page 26: CORPORATE BRAND –PERSONAL BRAND VIRGIN GROUP LTD. –RICHARD … filepresentation corporate brand management ii imu marketing, university of bern corporate brand –personal brand

PERSONAL BRAND –

RICHARD BRANSON

26

THE “ TOP 10 STEPS” ANALYSIS

Page 27: CORPORATE BRAND –PERSONAL BRAND VIRGIN GROUP LTD. –RICHARD … filepresentation corporate brand management ii imu marketing, university of bern corporate brand –personal brand

Step 1: Identity ‐What am I ?

“I have created one of the most respected companies in the world. Not necessarily the biggest.” ‐ Richard Branson 

• Entrepreneur• Admired marketer• Innovator • Chairman of the Virgin Group• Family father• Writer• Entertainer• Idol

27

Page 28: CORPORATE BRAND –PERSONAL BRAND VIRGIN GROUP LTD. –RICHARD … filepresentation corporate brand management ii imu marketing, university of bern corporate brand –personal brand

Step 2: Vision ‐What do I want?

“To be different by being better with better quality, better service and better values” ‐ Richard Branson

"The brave may not live forever ‐ but the cautious do not live at all.” ‐ Richard Branson

28

Page 29: CORPORATE BRAND –PERSONAL BRAND VIRGIN GROUP LTD. –RICHARD … filepresentation corporate brand management ii imu marketing, university of bern corporate brand –personal brand

Step 3: Customer Benefits ‐What do I offer?

• Point of reference• Quality signal• Reduction of risk• Entertainment

29

Page 30: CORPORATE BRAND –PERSONAL BRAND VIRGIN GROUP LTD. –RICHARD … filepresentation corporate brand management ii imu marketing, university of bern corporate brand –personal brand

Step 4: Performance ‐What do I do?

Multilayered performance

Examples:• Series (“Friends” and “Baywatch”)• Movies (James Bond, Casino Royal)

• Advertising• Blog http://www.virgin.com/richard‐branson/blog/richard‐s‐virgin‐london‐marathon‐team‐2010‐revealed/

• YouTube •http://www.youtube.com/watch?v=390mu3k7N00&feature=channel

• Twitter

30

Page 31: CORPORATE BRAND –PERSONAL BRAND VIRGIN GROUP LTD. –RICHARD … filepresentation corporate brand management ii imu marketing, university of bern corporate brand –personal brand

Step 5: Believes – What do I stand for?

• Protect our planet and its people:"We at Virgin believe 100% that we owe it to our customers and staff to ensure that our future economic growth is built on firm, ethically sustainable business models.” ‐ Richard Branson

• Little hierarchy: “Our companies are part of a family, rather than a hierarchy.”‐ Richard Branson

• Fun at work “I don't think of work as work and play as play. It's all living.”‐ Richard Branson

31

Page 32: CORPORATE BRAND –PERSONAL BRAND VIRGIN GROUP LTD. –RICHARD … filepresentation corporate brand management ii imu marketing, university of bern corporate brand –personal brand

Step 6: Business Mission – What do I want to achieve?

“My interest in life comes from setting myself huge, apparently unachievable challenges and trying to rise above them... from the perspective of wanting to live life to the full, I felt that I had to attempt it.” ‐ Richard Branson

32

Page 33: CORPORATE BRAND –PERSONAL BRAND VIRGIN GROUP LTD. –RICHARD … filepresentation corporate brand management ii imu marketing, university of bern corporate brand –personal brand

Step 7: Brand Identity I – How do I get perceived?

• Crazy• Successful• Full of energy• Innovative• Creative• Fun• Lucky• Open minded

• Attentive

33

Page 34: CORPORATE BRAND –PERSONAL BRAND VIRGIN GROUP LTD. –RICHARD … filepresentation corporate brand management ii imu marketing, university of bern corporate brand –personal brand

Step 8: Brand Identity II – How do I want to be perceived?

Personal interpretation:

• Constant image

• Well managed

• Contradictions?

34

Page 35: CORPORATE BRAND –PERSONAL BRAND VIRGIN GROUP LTD. –RICHARD … filepresentation corporate brand management ii imu marketing, university of bern corporate brand –personal brand

Step 9: Brand Mngt – How do I develop into the envisaged Brand Identity?

• Crazy projects • “Private” activities • Never get boring • New markets

35

CONSTANT WORK:

Page 36: CORPORATE BRAND –PERSONAL BRAND VIRGIN GROUP LTD. –RICHARD … filepresentation corporate brand management ii imu marketing, university of bern corporate brand –personal brand

Step 10: Personal Branding Concept – What do I do concretely?

• Few changes over the years• Brand in line with concept• No changes expected

36

Page 37: CORPORATE BRAND –PERSONAL BRAND VIRGIN GROUP LTD. –RICHARD … filepresentation corporate brand management ii imu marketing, university of bern corporate brand –personal brand

37

PERSONAL BRAND 

CORPORATE BRAND

Page 38: CORPORATE BRAND –PERSONAL BRAND VIRGIN GROUP LTD. –RICHARD … filepresentation corporate brand management ii imu marketing, university of bern corporate brand –personal brand

Positive Influences 

• Competitive challenge

• Innovation• Point of reference• Investors, taking over much risk 

• Fun and crazy company

• Fun work atmosphere

• Employment market  

38

Page 39: CORPORATE BRAND –PERSONAL BRAND VIRGIN GROUP LTD. –RICHARD … filepresentation corporate brand management ii imu marketing, university of bern corporate brand –personal brand

Negative Influences

• Chaotic personality • “Being different”• Unserious appearance• Young environment, gap

39

Page 40: CORPORATE BRAND –PERSONAL BRAND VIRGIN GROUP LTD. –RICHARD … filepresentation corporate brand management ii imu marketing, university of bern corporate brand –personal brand

QUESTION

What will happen by the time 

Richard Branson retires?

40

???

???

Page 41: CORPORATE BRAND –PERSONAL BRAND VIRGIN GROUP LTD. –RICHARD … filepresentation corporate brand management ii imu marketing, university of bern corporate brand –personal brand

Recommendations

1. Reduce Virgin’s dependence on Richard Branson – introduce a new leader – connection between new person and himself– make him famous – crazy activities together 

2. Sell the virgin companies with not much revenue

41

Page 42: CORPORATE BRAND –PERSONAL BRAND VIRGIN GROUP LTD. –RICHARD … filepresentation corporate brand management ii imu marketing, university of bern corporate brand –personal brand

3.Build up a stronger leadership

4.Focus on “low/ medium risk and high return” business

5.Detach decisions  from Branson’s personal values

42

Recommendations

Page 43: CORPORATE BRAND –PERSONAL BRAND VIRGIN GROUP LTD. –RICHARD … filepresentation corporate brand management ii imu marketing, university of bern corporate brand –personal brand

QUESTIONS?

43

Page 44: CORPORATE BRAND –PERSONAL BRAND VIRGIN GROUP LTD. –RICHARD … filepresentation corporate brand management ii imu marketing, university of bern corporate brand –personal brand

Sources

Branson, R. (1999), Business ist wie Rock ‘n’ Roll, Campus Verlag, Frankfurt/Main

Branson, R. (2008), Business Stripped Bare, Virgin Books, London

Branson, R. (2009), Geht nicht, gibts nicht!, Börsenmedien, Kulmbach

URL: http:// www.virgin.com (10.03.2010)

URL: http:// www.youtube.com (10.03.2010)

URL: http:// http://en.wikipedia.org/wiki/Thorn_EMI (10.03.2010)

URL: http:// http://www.findextrawork.co.uk/cosmeticwork.php (10.03.2010)

URL: http:// http://www.mutualofamerica.com/articles/fortune/september03/fortune.asp (10.03.2010)

URL: http:// http://smallbusiness.yahoo.com/r‐article‐a‐113610‐m‐6‐sc‐45‐personal_effects (10.03.2010)

URL: http:// http://resources.bnet.com/topic/virgin+group.html (10.03.2010)

URL: http:// http://www.fundinguniverse.com/company‐histores/Virgin‐Group‐Company‐History.html (10.03.2010)

Morgan, K., URL: http://www.islandconnections.com/edit/branson/htm (10.03.2010)

URL: http://twitter.com/RichardBranson (13.03.2010)

44


Personal Brand & Networking

Personal Brand & Networking

Corporate Brand - Craig · PDF file1 © 2014 WIPRO LTD | | CONFIDENTIAL Corporate Brand Guidelines Corporate Brand . ... 5 © 2014 WIPRO LTD | |

Corporate Brand - Craig · PDF file1 © 2014 WIPRO LTD | | CONFIDENTIAL Corporate Brand Guidelines Corporate Brand . ... 5 © 2014 WIPRO LTD | |

Brand personal relationship

Brand personal relationship

My personal brand

My personal brand

Personal Branding | ISBI 2018 · According to personal branding specialist Lesley Everett -author of Corporate Brand Personality - your personal brand is ‘what people say about

Personal Branding | ISBI 2018 · According to personal branding specialist Lesley Everett -author of Corporate Brand Personality - your personal brand is ‘what people say about

Trish Personal Brand

Trish Personal Brand

Building Your Personal Brand to Launch a Successful … Bitton Presentation... · Building Your Personal Brand to Launch a Successful Career BYU Idaho Val Bitton. ... Corporate Branding

Building Your Personal Brand to Launch a Successful … Bitton Presentation... · Building Your Personal Brand to Launch a Successful Career BYU Idaho Val Bitton. ... Corporate Branding

#68 COMMUNICATING YOUR PERSONAL BRAND ONLINE...personal brand transcends both personal and professional contexts. • Managing your personal brand encompasses two main tasks: 1. identifying

#68 COMMUNICATING YOUR PERSONAL BRAND ONLINE...personal brand transcends both personal and professional contexts. • Managing your personal brand encompasses two main tasks: 1. identifying

Personal Brand Power

Personal Brand Power

Brand Corporate

Brand Corporate

Personal Brand Positioning4

Personal Brand Positioning4

Autumn's personal brand

Autumn's personal brand

Personal brand cindy

Personal brand cindy

Your Personal Brand Differentiation for · PDF fileYour Personal Brand Differentiation for success ... personal brand . ... Personal branding . pushes us to

Your Personal Brand Differentiation for · PDF fileYour Personal Brand Differentiation for success ... personal brand . ... Personal branding . pushes us to

Personal Brand Slides

Personal Brand Slides

Personal Brand Plan

Personal Brand Plan

Personal brand

Personal brand

The DUO brand - Juggling a personal brand with a corporate brand.

The DUO brand - Juggling a personal brand with a corporate brand.

Personal brand presentation

Personal brand presentation

Personel brand and corporate brand

Personel brand and corporate brand