Originally Posted by
Globaliser
But by the time that Branson came to start Virgin Atlantic, the "Virgin" brand was already well established and very much associated with him and his success - so it didn't matter any more. So it was hardly (branding) rule-breaking by then!
Agreed, that was in my original point - he was an exception to the rule. There are very few out there. Another notable one is SMEG (Smalterie Metallurgiche Emiliane Guastall) The products were already considered premium and aspirational before they entered the English speaking market.