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Brand equity may in fact be the most difficult element of business to establish and Branson, through his team of core strategists, has done this successfully. When compared to other global brands, few if any have experienced the success of Virgin Group with a single brand. (Think how well McFinance or Sony Water would be received).
While the brand of Virgin is one of the major resources that Mr. Branson has been able to leverage he with his own persona has managed to create an enormous network with Private as well as public/ Government bodies. Through this resource Virgin has demonstrated extra ordinary capability of forming successful Joint ventures and acquiring businesses...
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