The Virgin American Brand

The Virgin American brand

Virgin America, the California-based airline that is reinventing flying, was selected today as the winner of Most Eco-Friendly Airline in the SmarterTravel Editors' Choice Awards. The brand is known for its endeavors to make flying more than just a routine experience. It has brand strength extension and is exceedingly eager or avid for new business enterprise. The famous slogan of Virgin America is “No taxation without representation.” This slogan is deeply ingrained into most Americans’ brains. Virgin America aims to give domestic travelers more for their money by providing a higher level of comfort and by offering lots of its coach seats available to its customers at prices below the fares of bigger rivals. The brand offers guests attractive fares and a host of innovative features. There are four essentials of this brand, people, planes, price, and brand. These four parts can be put together to show Virgin American brand’s high quality service and values.

Virgin America’s main target audience and current market is young people from 18-30 years old, more urban, tech-savvy travelers who are looking for more of an upscale experience. Virgin America has some advantages compare with other airline companies. Such as its customers can look for more of an upscale experience and can purchase flight tickets online or by phone. Therefore, they heavily rely on online marketing channels to get prospective business travelers. The company’s perspective target should be over the age of 40 so they can expand on its fliers.

Brand is an important concept, which could affect consumer behavior. In today’s highly competitive environment, a distinctive brand image is most important. As products become more complex and the market place more crowded, consumers rely more on the brand image than its actual attributes in making purchase decisions. In order to reach larger target consumers, Virgin