Research Paper on:
Virgin Atlantic Airlines and Marketing Communications

Unformatted Sample Text from the Research Paper:
parlayed the company into a global Goliath. Yet the Virgin is not just for airlines alone - Branson, in his infinite business wisdom, has slapped the Virgin logo on products  ranging from colas, to music stores, to jeans; all of which help further mark brand identification of an airlines to the flying population. Although Bransons empire is far-flung and features  many companies, all of these entities share one thing in common - theyre hard to forget. All over the world, the Virgin logo is noticed and remembered, which is a  definite help to an airline company that began life as little more than a cut-rate discount commuter airlines that flew pretty much between England, Scotland and Wales.  Because of Bransons marketing efforts, the airline has moved from the position of "puddle jumper" to the enviable position of being one of the worlds  most recognized transport systems of passengers. The question, under these circumstances is, how did Branson, who is the airlines chairman and managing director, manage to burn the Virgin brand name  upon the consciousness of European (and even American) travelers, especially during a time in which the airline industry was undergoing huge deregulation? How was he able to beat the competition  in order to become one of the worlds most recognizable airlines, recognized for quality, service and a good ride? How has Bransons efforts differed from those of other airlines? The  answer boils down to two words: marketing communications. In order to determine how, exactly, Virgin Atlantic has succeeded in using the marketing  communications tool, it is helpful to determine what, exactly, the tool is. The "tool" in question - marketing communications - is pretty much what it sounds like. Marketing communications is