The Range Rover

Paper Summary:

The paper analyzes the Range Rover's brand equity, it's development, and the brand's success, including its contribution to the car industry. The paper comments that the brand framework structure or scorecard is used as the foundation for the Range Rover brand analysis. The progression of the brand from being primarily sold through farm equipment dealers to being positioned as a suburban workhorse for growing families, to the premium status that the brand is aspiring to today, is evaluated, using the framework Keller (2000) has devised. The paper notes that this framework provides useful insights into the brand's equity, how the brand developed, and the characteristics that lead to the successful development of the brand overall.

Table of Contents:
Abstract
Analyzing Range Rovers' Brand
The Brand Excels at Delivering the Benefits Customers Truly Desire
The Brand Stays Relevant
The Pricing Strategies is Based on Consumers' Perceptions of Value
The Brand is Properly Positioned
The Brand is Consistent
The Brand Portfolio and Hierarchy Make Sense
The Brand Makes Use of and Coordinates a Full Repertoire of Marketing Activities to Build Equity
The Brand's Managers Understand What the Brand Means to Consumers
The Brand is Given Proper Support, and That Support is Sustained Over the Long Run
The Company Monitors Sources of Brand Equity
Recommendations
References

From the Paper:

"According to this attribute from the scorecard developed by Keller , there is a single, strong message of the brand communicated. On this point, Range Rover struggles as it has a dual message of both being off-road, suburban and also upscale. The dominant two messages of off-road and upscale often lead to the suburban message being lost however. On this attribute, Range Rover is not performing as well as on others as a result."

Sample of Sources Used:

• Jenny King (2006). Land Rover events range from upscale to earthy. Automotive News, 80(6192), 22D. Retrieved October 11, 2007, from ABI/INFORM Trade & Industry database. (Document ID: 1005838841).
• Keller (2000).The Brand Report Card. Harvard Business Review. January-February, 2000, 3 - 10.
• Land Rover (2002) . Marketing,G29. Retrieved October 11, 2007, from ABI/INFORM Global database. (Document ID: 146423621).
• Ford Press Release (2002) Three Ford Motor Company Vehicles Featured In James Bond Film 'Die Another Day' Make U.S. Debut. (4 November). PR Newswire,1. Retrieved October 11, 2007, from ABI/INFORM Dateline database. (Document ID: 230438161).
• Solman (2005) Range Rover Intends to Reclaim Luxury Image. Adweek; May 9, 2005; 46, 19; ABI/INFORM Global. pg. 10

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