The Strength of the Virgin Brand Is About to Face a Legal Test

A canceled train partnership leaves Virgin defending the value of its name post-pandemic

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

The always nebulous question of a brand’s value could soon be measured and debated in a court case being brought by Virgin Group, which now aims to prove that the overall brand equity has not receded within the last year.

The Virgin brand, and that of its founder, Richard Branson, has been one of the great British business stories of the past five decades. But now, the value of the brand is in question with $251 million riding on whether it has remained “a brand of international high repute” during the pandemic, according to a legal filing.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in