Virgin Trains: The long term influence of brands

This case study explains how Virgin's trains division built customer loyalty and its brand reputation in the UK over several years with a series of service improvements and marketing campaigns.

Virgin Trains: The Long Term Influence of Brands

Principal author: Zehra Chatoo, Manning Gottlieb OMDContributing authors: Alison Tsang, Peter White and Claire Marker, Manning Gottlieb OMD; Federico Forti and Sam Dias, BrandScience

Introduction

This is the story of an extraordinary brand. A brand that started life as a poorly-regarded challenger in an unloved sector, but that went on to transform public opinion to the extent that when Virgin Trains controversially lost the West Coast franchise in 2012, the public fought alongside the businessin a successful attempt to overturn the government's decision, and to keep the...

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