Virgin Blue embarks on brand overhaul

[cove]

What did they do for you?

 

[samh004]

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.

I try not so scroll, just open the list and click a letter on your keyboard and it’ll jump to it… which happens to be the one issue I have with the JQ website, that doesn’t work.

 

[medhead]

I try not so scroll, just open the list and click a letter on your keyboard and it’ll jump to it… which happens to be the one issue I have with the JQ website, that doesn’t work.

I have trouble getting that to function in safari on MacBook as well. I'm also a keyboard or mouse person who finds it difficult to switch between the 2 while doing a task. As flight date selection is best done by mouse I like to stick with it. Sad and OCD-ish I know, but hey......

 

[Dee Thom]

Getting back to the thread, from what I read SRB is the the sticking point for any name changes, Sir ****ie want's VIRGIN-blah, as the name, and SIA will not allow the Virgin name out of Aus, so dear old JB has a problem.
I still like Virgin Australia as a total brand name.

Cheers Dee

 

[samh004]

Getting back to the thread, from what I read SRB is the the sticking point for any name changes, Sir ****ie want's VIRGIN-blah, as the name, and SIA will not allow the Virgin name out of Aus, so dear old JB has a problem.
I still like Virgin Australia as a total brand name.

Cheers Dee

Well then the CEO should say to him, you have "this timeframe" to convince SIA, as they’re YOUR problem, but if they don’t budge, we have to do something or we’re going to be in this situation till the end of time.

Hopefully he’s already given him a timeframe… and failing all that, he could just come out with the truth and let the public backlash screw both SIA and SRB, because lets face it, it’ll work wonders

 

[ANstar]

Is the Virgin restriction from VIRGIN GROUP or from SINGAPORE AIRLINES????

If SQ, why allow Virgin Express to operate or Virgin America in internaitonal markets?

 

[notzac]

I believe SQ hold rights to the Virgin name for anything crossing the Pacific Ocean.

 

[Dee Thom]

I believe SQ hold rights to the Virgin name for anything crossing the Pacific Ocean.

Yup! They own 49% (I think) of Virgin Atlantic, allowing them to stop the Virgin name being used in their area of overseas opp's.
Also in the last issue of Australian Aviation Express, SRB stated "The Virgin name will stay forever!" This will probably see DJ become Virgin Australia, and Pacific Blue fold into VA.
SRB also said "I've seen the rebranding exercise and think it's very, very powerful."
Lets hope it is for DJ's sake.

Cheers Dee

 

[cove]

Is GO AIR taken?
I consider Virgin tainted by cheap antics and product so basically a lot of us tried it and then went back to QF.
The major redo should work and dumping off the name they pay a royalty for would not hurt IMHO.
Fix products,then change name then we can buy VBA shares.
The old management had to do a share issue at 10 per cent of the starting share price so clearly the name got trashed with the admission that they were in a life and death struggle at that time.

 

[markis10]

Yup! They own 49% (I think) of Virgin Atlantic, allowing them to stop the Virgin name being used in their area of overseas opp's.
Also in the last issue of Australian Aviation Express, SRB stated "The Virgin name will stay forever!" This will probably see DJ become Virgin Australia, and Pacific Blue fold into VA.
SRB also said "I've seen the rebranding exercise and think it's very, very powerful."
Lets hope it is for DJ's sake.

Cheers Dee

Correct on the ownership points, this article helps when it comes to an understanding of what future possibilities may exist for Virgin worldwide:

Virgin's Richard Branson Circles His Wagons - TIME

 

[samh004]

Correct on the ownership points, this article helps when it comes to an understanding of what future possibilities may exist for Virgin worldwide:

Virgin's Richard Branson Circles His Wagons - TIME

Interesting read, but I don’t he’s trying to take on all 3 global alliances. He has Virgin Atlantic in the UK competing with BA, Virgin America in the US competing with AA and Virgin Blue in Australia competing with QF. He’s taking on One World

I think a Virgin Alliance could be good, it covers some key areas and has the potential to work really well. They’ve just got to work on connecting the dots a little better.

Problem is still SIA and their reluctance to give the name…

And the interesting thing at the end of that article was Virgin Blue has the biggest fleet and is carrying the most passengers, and doing the best…

 

[drewbles]

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

I hear Ansett's going cheap..

*nostalgia mode on*

 

[ANstar]

Yup! They own 49% (I think) of Virgin Atlantic, allowing them to stop the Virgin name being used in their area of overseas opp's.

I thought ANY Virgin branding rules would come from the owner of the Virgin anem which is Virgin Group - NOT Virgin Atlantic. And SQ have no ownership of Virgin Group.

 

[markis10]

And the interesting thing at the end of that article was Virgin Blue has the biggest fleet and is carrying the most passengers, and doing the best…

Depends on what you define as doing well, Virgin Atlantic was impacted by the damn volcano and has higher revenue, and they have a larger fleet by seat numbers.

 

[Dee Thom]

I thought ANY Virgin branding rules would come from the owner of the Virgin anem which is Virgin Group - NOT Virgin Atlantic. And SQ have no ownership of Virgin Group.

True, but SIA has clout, and probably something in writing when they purchased Virgin Atlantic shares, as shown when DJ launched overseas routes, but could not put Virgin in the titles.

Cheers Dee

 

[markis10]

True, but SIA has clout, and probably something in writing when they purchased Virgin Atlantic shares, as shown when DJ launched overseas routes, but could not put Virgin in the titles.

Cheers Dee

Virgin Atlantic is a joint venture and SIA have the right to veto when it comes to using the Virgin name by any International Airline as part of the shareholders agreement when the JVA was made:

http://ec.europa.eu/competition/mergers/cases/decisions/m1855_en.pdf

 

[ANstar]

I didnt see anywhere in that document that mentions SQ have veto on the Virgin name being used in Internaitonal markets. What page is it on?

 

[markis10]

I didnt see anywhere in that document that mentions SQ have veto on the Virgin name being used in Internaitonal markets. What page is it on?

Clause 7 : "Virgin’s board is composed of seven directors, four nominated by […] and three nominated by […]. Further there will be two Executive Directors. In principle the quorum for decisions of the board shall comprise two VTL directors and one SIA director. Decisions are taken by simple majority. As an exception to this rule, the following decisions need the consent of at least one VTL and one SIA director: The employment of key personnel, the appointment of any person as an Executive Director of the Company and the licensing or the disposal by the company of any brand or trade mark. Therefore, both parties have a veto
right on these decisions."

 

[ANstar]

Clause 7 : "Virgin’s board is composed of seven directors, four nominated by […] and three nominated by […]. Further there will be two Executive Directors. In principle the quorum for decisions of the board shall comprise two VTL directors and one SIA director. Decisions are taken by simple majority. As an exception to this rule, the following decisions need the consent of at least one VTL and one SIA director: The employment of key personnel, the appointment of any person as an Executive Director of the Company and the licensing or the disposal by the company of any brand or trade mark. Therefore, both parties have a veto
right on these decisions."

"and the licensing or the disposal by the company of any brand or trade mark."

I undertand that bit re VIRGIN ATLANTIC (or VTL as it is referred in the doc) but that has no bearing on the Virgin name which is licensed by the Virgin Group - Not by Virgin Atlantic. Also Virgin Blue is a trademark owned by Virgin Group - it is not owned by Virgin Atlantic.

I would think it strange if anytime Virgin Group wanted to franchise the Virgin brand (in any industry) they would need to see SQ for approval.

 

[markis10]

I undertand that bit re VIRGIN ATLANTIC (or VTL as it is referred in the doc) but that has no bearing on the Virgin name which is licensed by the Virgin Group - Not by Virgin Atlantic. Also Virgin Blue is a trademark owned by Virgin Group - it is not owned by Virgin Atlantic.
.

Virgin Atlantic holding company is Barford Services Ltd , VTL is Virgin Travel Limited which is the Virgin Group (VTL own 49% of Barford), Barford Services are the master licensee for the use of the Virgin Brand for Airlines and as such have the controlling stake in how it is used in that market. Virgin as a brand is assigned to a market via a master licencee who has then got the rights to use the name in that market worldwide or sub licence the name to various geographies.