Fawad Aurangzeb Khan

Registration # 19584

MBA

Branding and Advertising

Assignment # 2

Date: April 8, 2012

Iqra University

Introduction

Bentley Motors Limited is a British manufacturer of automobiles founded on 18 January 1919

by Walter Owen Bentley known as W. O. Bentley or just "W O". Bentley had been previously

known for his range of rotary aero-engines in World War I, the most famous being the Bentley

BR1 as used in later versions of the Sopwith Camel. After the war W. O. Bentley designed and

made production cars that won the 24 hours of Le Mans in 1924 and following models which

repeated those successes each June 1927, 1928, 1929 and 1930.

Purchased by Rolls-Royce in 1931, when production was moved from London to Derby and later

to Crewe, this business has been owned by the Volkswagen Group of Germany since 1998. The

business is still based in Crewe, Cheshire, England with their Central Production Facilities there.

Overview of the “Bentley Distinguished Heritage”

“During the 1920’s Bentley went from strength to strength.

Racing triumphs proved reliability, speed and incredible

performance. Sales soared.

These were the years of the Bentley Boys. Extraordinary

adventures followed by extravagant victorious celebrations.

Five glorious Le Mans victories and a successful return in 2003 secured the sixth historical win.

2009 marks 90 years of W.O. Bentley’s legacy. True to the unique

heritage, contemporary Bentleys are capable of extraordinary

speeds, exquisitely handcrafted and beautifully engineered.

It is this distinguished heritage that is the essence of Bentley.

Passion and dedication. Then and now.

It is not without looking back into its remarkable history that Bentley can move forward.

Embracing modern technology, while ensuring W.O. Bentley’s ambitions are not lost.

Traditional craftsmanship, ultimate luxury and ambitious environmental policies.

The story is only just beginning.”

Bentley as a Brand

“THERE ARE MANY UNMISTAKABLE CHARACTERISTICS THAT DEFINE A

BENTLEY – HANDCRAFTED LUXURY, DISTINCTIVE DESIGN,

BREATHTAKING POWER AND PERFORMANCE, A REFINED AND

EXHILARATING DRIVING EXPERIENCE. YET IT IS THE

COMBINATION OF THESE CHARACTERISTICS THAT MAKES OUR

BRAND SO UNIQUE.”

A Bentley is unmistakable – all it takes is a glance at the twin headlights, matrix grille or the

high waistline to know one. Bentley is a brand for excellence with excellence.

Brand Personality

Brand Personality is a set of human characteristics

associated with a brand. Aaker argued brand personality

can be broken into 5 distinct dimensions: Sincerity

(down-to-earth, honest, wholesome, cheerful);

Excitement (daring, spirited, imaginative, up-to-date);

Competence (reliable, intelligent, successful);

Sophistication (upper class, charming); and Ruggedness (outdoorsy, tough).

Bentley as a Brand Personality

Sincerity- The dedication and determination that we bring

to building our cars intensifies the unique experience every

Bentley driver takes from ultimate relaxation to ultimate

exhilaration.  A hand-built car using the finest quality

natural materials takes time.

Excitement – Bentley is an ultimate luxury car with a racing heart. A Bentley is with the stamina

to cross continents at pace, and drive in refined comfort and style.

Competence – With British heritage and the modern state of the art

German technology, makes a bolt statement of success and

excellence.

Sophistication – “To build a good car, a fast car, the best in class”.

Bentley talks about being the best in class. Bentley is about being

classy. Bentley has always been about luxury. Bentley has proposed

it’s self as a high performance luxury for the “very rich”. Bentleys

have been manufactured side by side to the ultimate luxury

machines, the “Rolls Royce” and Bentley is not very far from it.

Ruggedness – “THERE IS NOTHING QUITE LIKE DRIVING A BENTLEY. AND THERE IS

EVEN LESS THAT MATCHES THE THRILL OF DRIVING A

BENTLEY ON ICE.” Bentley is a performance luxury car that has a soul of a stallion. Bentley is

known for its long endurance races and it builds cars which are meant to be tough on the outside

and soft from the inside.

Conclusion

Brand personality of a Bentley is a car with luxury and speed.

Bentley’s personality is such that it believes in delivering the best

in its class. Not every sports car is a luxury car and not every luxury car has acceleration up to a

sports car. Bentley is not a sports car; Bentley is about

being a Supercar. Bentley is for the people who have a

touch of sophistication to themselves, yet they are high

achievers, and have a spark to their personality. A

Bentley is an inspirational car, and an inspirational

person.