Virgin Blue embarks on brand overhaul

[scibo10]

Back to the branding question, here is an interesting link below

Sky News: Virgin Blue embarks on brand overhaul

Mr Borghetti says it's unlikely they'll scrap the current Virgin brand entirely, but is refusing to rule it out, saying the whole brand will be under review.

It's still my view that multiple brands for an airline attempting to create a single identity will not work. Changing the livery, but simply adding a few curves here or there will not create any new image, rather only be an extension of the status quo. However if SRB and SQ continue to frustrate JB's plans to go after his reported preferred name, Virgin Australia, or his next reported preference, V something, where to from here?

I think either Virgin Australia or an entirely new name. If its the latter, anyone like to share their thoughts on name and livery. Something with blue, gold and red would do it for me on the livery. On the name, not sure yet...

 

[dk4]

IMO the biggest problem(/advantage) with the "Virgin" brand, to the Australian consumer, is its association with "cheap" businesses - from mobiles to money, it is certainly not a prestigious brand (in fact its is perfectly suited to the Virgin Blue position as it was, when it was started). It is niche, not mainstream... it is juvenile not sophisticated... its is inexpensive not quality.

Regardless of how the brand may be pitched internationally, or aeronautically elsewhere, the Virgin brand is none of those things in this country. Australian big business associates (from Optus to Westapc), who have shacked up with the brand, ensure that it stays in the cheap'n'childish niche, within their respective overall market offers. (Well away from their corporate and major business customers.)

 

[pauly7]

Pretty funny they are using the Qantas designer!

Clearly he isn't on a retainer!

 

[stuartfaz]

I think they'll definitely keep the 'Virgin' moniker. The fact that they're colloquially known as just 'Virgin' in this country will mean the name will likely be too valuable to them.

That and I am not a fan of substituting the 'V' instead of 'Virgin'. It means nothing, and is still a clear reference to the Virgin brand (which means RB would be within his rights to keep asking for royalties).

I reckon it'll be 'Virgin Pacific' or 'Virgin Australia', with Pacific Blue and V Australia the two current brands to disappear.

 

[samh004]

I had a think on the plane today and the one thing that really struck me was how Blue was really emphasised everywhere. So I thought, why couldn’t they create an airline group and principal brand of Blue, and then keep the different entities as they are, though rebrand V Australia as Australian Blue, or something similar. That handles the issue with not being able to use the Virgin brand outside Australia, and also allows them to grow and expand wherever they like so long as they tack Blue onto the end

It sounds a little odd at first I’ll agree there, but actually works out quite well. Just let it sink in a little

That’s my idea anyway, I’m quite happy for them to use it, LTG would be all I asked for in return but I think it would work well for them.

 

[stuartfaz]

That’s my idea anyway, I’m quite happy for them to use it, LTG would be all I asked for in return but I think it would work well for them.

Haha, don't be afraid to dream a little bigger...I'm sure DJ have a version of the politicians' gold pass they'd be willing to throw your way!

I think the main issue with using Blue would be JetBlue in the US. Especially considering how cosy they aren't with VX in the LOTFAP, I don't see how they'd be cool with a closely related airline going too close to their name.

 

[samh004]

Haha, don't be afraid to dream a little bigger...I'm sure DJ have a version of the politicians' gold pass they'd be willing to throw your way!

I think the main issue with using Blue would be JetBlue in the US. Especially considering how cosy they aren't with VX in the LOTFAP, I don't see how they'd be cool with a closely related airline going too close to their name.

Well they were founded before DJ, but don’t look to have complained about DJ’s use of the word blue and DJ uses it just as much as them. I guess so long as DJ didn’t start a US carrier they’d be fine, and I doubt anyone could confuse Australian Blue with JetBlue, it’s similar, but one has Australia in it :shock:

If they haven’t kicked up a fuss already, then I don’t see the issue as they’re already too close. And if DJ traded as Blue, they’d be a step ahead

And yeah, I guess LTP/CL ~equiv would be nice.

 

[stuartfaz]

Well they were founded before DJ, but don’t look to have complained about DJ’s use of the word blue and DJ uses it just as much as them. I guess so long as DJ didn’t start a US carrier they’d be fine

I guess you could say they already have a carrier operating out of the US in VA.

DJ and B6 currently operate in different markets so its fairly straightforward to assume they are not related. If a rebranded 'Blue' airline started having a presence in the US alongside JetBlue, I think they'd kick up a bit of a fuss, similar to if JetBlue started operating down here.

And to the great unwashed, two airlines with 'Blue' in the name could appear to be related businesses, even though its by name only. Look at the issues VX had in proving it wasn't related to VS to get clearance to operate in the US.

All of that being said, I like the name. I entered 'red' in the competition to name what became V Australia, thought it would have been really cool. But alas...

 

[dajop]

If they haven’t kicked up a fuss already, then I don’t see the issue as they’re already too close. And if DJ traded as Blue, they’d be a step ahead

Yes but Virgin Blue/Pacific Blue/Polynesian Blue and JetBlue operate in exclusive jurisdictions. ie. USA vs AU/NZ/ID/TH/SW Pacific. It may become more of an issue should VA be rebranded with blue in the title, given that it operates to/from US.

Interesting Jetblue is registered as a trademark in Australia - being owned by two people with registered addresses in the UAE.

 

[Dee Thom]

I reckon it'll be 'Virgin Pacific' or 'Virgin Australia', with Pacific Blue and V Australia the two current brands to disappear.

With JB's statement that DJ in some form will be flying to Asia, and S.E.Asia using A330-200's, and working with Ethiad to the UAE with their 777's, your choice of Virgin Australia seems the way to go, and SRB should be happy with the $ss due to him from any expansion in the future.

Cheers Dee

 

[JohnK]

Virgin Australia has a nice ring to it and could be a way for DJ to move forward.

 

[Justchecking]

Personally I think if they can't get Virgin Australia for all 4 airlines then they should just make up something new for the entire group. V Australia means nothing and is just cough. It sounds like what it is, a derivative of the Virgin Brand. It also hasn't been around long enough to have established any kind of brand cache so would add nothing to the airline group.

Although that article in the Age recently seems to allude to a 2 brand strategy....ugh! What's the point? Just start over, you have to repaint the planes anyway might as well do it with something cohesive and fresh rather than just shuffling the same chess pieces around. It didn't hurt Hazelton\Kendall one bit to rebrand to Rex.

I like the idea of a new name that completely leaves behind the beer coaster funkiness of Virgin Blue. Lets face it Borghetti isn't the open shirt funky type, he's a suit and tie man. Virgin anything isn't suit and tie material.

 

[stuartfaz]

Although that article in the Age recently seems to allude to a 2 brand strategy....ugh! What's the point?

The main reason I can see them sticking to a 2-branded strategy is their JV with the Samoan Government, Polynesian Blue. I can't see Samoa being pleased about one of their national airlines being called Virgin Australia.

My tip:
Virgin Blue + V Australia = Virgin Australia
Polynesian Blue = Virgin Polynesia
Pacific Blue = discontinued after DJ/NZ tie-up rejected.

Leaves 2 brands.

 

[Justchecking]

I hope you are right. Although if you check the ATMOSS database you will see SRB trademarking Virgin Australia and that application being opposed by Virgin Blue Airlines...:shock: Doesn't sound too cosy does it?

Also in the Age article Branson made comment about SQ not giving up the rights to the Virgin name internationally. Which kind of knocks that idea on the head. :evil:

 

[samh004]

The main reason I can see them sticking to a 2-branded strategy is their JV with the Samoan Government, Polynesian Blue. I can't see Samoa being pleased about one of their national airlines being called Virgin Australia.

So don’t go for anything with Australia in the name, or Virgin for that matter… something entirely new.

 

[medhead]

Given that the brands are Virgin Blue, Pacific Blue, Polynesian Blue and V Australia. Picking the odd one out, perhaps Jetblue has already had an influence.

Regarding the rebranding, one thing I've noticed in the last week or so is that the flight search scroll list on the DJ website now has the capital cities separated at the top of the list, ala QF. I seem to recall having to scroll through a big list of places to find SYD or MEL bugging me in the past. (maybe my memory is bad) But it seems like a move towards catering for non leisure flyers.

 

[cove]

For a name they could probably buy the Ansett trademark for the equivalent of 50,000 liquidators hours which would be about 25 million.
Other than the fact that Ansett went bust pretty well at least their product and lounges were better than Virgin or is it Brand X.
I never thought Ansett was second best but rather "the other guys". Virgin today is second best and really should fix the product first and soon.Once that is done they should dump the Virgin name .

 

[oz_mark]

I never thought Ansett was second best but rather "the other guys". Virgin today is second best and really should fix the product first and soon.Once that is done they should dump the Virgin name .

A lot of folk actually considered Ansett to be the better airline, and Qantas second best.

 

[cove]

Yes I remember that.
They (Ansett) were the other guys only because I was heading to the US regularly and so QF was a logical choice.Ansett product was very good.

 

[munitalP]

DJ climbed quite a few rungs on my care ladder today....



munitalP