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The brand lost its brand image that it cannot deliver one particular message to its consumers as the products/services are too varied.
This fact can be proven when you ask people what words, images, or ideas they can associate with Virgin. Chances are they would mention different ideas and would not be able to come up with one coherent advantage that would differentiate Virgin from all others. What Virgin did was dangerous as consumers always have a certain perception about a brand and it can either be good or bad. If originally, they perceive a certain brand to be superior, and when it diversifies and its other products/services are not as good as the original, then the brand can lose its brand equity...
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