Virgin Atlantic has successfully us

Virgin Atlantic has successfully used branding to develop perceptions of a corporate personality, offering a unique combination of service elements and attributes, which serve to set themselves apart from the competition. In other words they have developed a ‘service brand’ symbolising both individualistic attributes and quality of service. This means that even consumers with limited opportunities for international travel who might not have yet experienced the brand, would choose Virgin if they were given a choice of airline, as the values represented through the brand would have influenced their choice
The multiple qualities represented through the branding process have thus become a marketing tool of considerable strength. Before identifying Virgin Atlantic’s brand values, it is useful to look briefly at how brands appeal to consumers. Brands appeal to consumers through