Brand extension – the use of a successful brand name to launch a new or modified product or service in a same broad market. A successful brand helps a company enter new product categories more easily.

Brand stretching – the use of an established brand name for products in unrelated markets.

With more than 200 companies, Richard Branson’s Virgin empire uses both branding strategies, the extensiveness of the Virgin brand is reflected in the visual styles of the individual brands and sub-brands.

The Virgin script typeface is undoubtedly one of the most recognisable logos in the world, but it’s Richard Branson who is the real force behind the empire.

Yours in Design,
Tanya-zinosaurus