Case Study Sir Richard Branson

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Case Study Sir Richard Branson: Global Leader in 2010-Planes, Trains, Resorts, and Space Travel Sir Richard Branson, long considered king of the uber-stretch, has successfully wrapped his core Virgin brand (which began as a student magazine and small mail order record company in the 1970s) around everything from wine to bridal to travel and financial services. No matter what type of business it is, the autographed Virgin identity and/or signature red and white colors are prominently incorporated within the business unit’s visual identify. ALYCLA DE MESA, www.brandchannel.com In today’s competitive world, running a global company requires strong leadership skills based on creative thinking, sound judgment, and visionary attitude. Clearly, there is no doubt that Sir Richard is visionary, as his Virgin Galactic company planned to take passengers into space in 2009 for $200,000 each in the world’s first space line. It is also clear that his vision has global breadth. As he seals a string of deals in Asia to expand Virgin’s global presence, such as a joint venture agreement in telecommunications in China. Increasingly, it also entails being a down-to-earth good corporate citizen. In that regard, also, Sir Richard Branson, serial entrepreneur, has demonstrated his commitment to the world. With his usual promotional flair and with former President Bill Clinion at his side, Sir Richard Branson announced last week that over the next decade he would put $3 billion in personal profits toward development of energy sources that do not contribute to global warming. WALL STREET JOURNAL, September 22,
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