Fawad Aurangzeb Khan Registration # 19584 MBA Branding and Advertising Assignment # 2 Date: April 8, 2012 Iqra University

England with their Central Production Facilities there. the most famous being the Bentley BR1 as used in later versions of the Sopwith Camel. O. These were the years of the Bentley Boys. speed and incredible performance. 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. The business is still based in Crewe.Introduction Bentley Motors Limited is a British manufacturer of automobiles founded on 18 January 1919 by Walter Owen Bentley known as W. Extraordinary adventures followed by extravagant victorious celebrations. when production was moved from London to Derby and later to Crewe. Bentley had been previously known for his range of rotary aero-engines in World War I. 1928. Five glorious Le Mans victories and a successful return in 2003 secured the sixth historical win. this business has been owned by the Volkswagen Group of Germany since 1998. Racing triumphs proved reliability. After the war W. Purchased by Rolls-Royce in 1931. Bentley or just "W O". Sales soared. O. Cheshire. . Overview of the “Bentley Distinguished Heritage” “During the 1920’s Bentley went from strength to strength. 1929 and 1930.

” Bentley as a Brand “THERE ARE MANY UNMISTAKABLE CHARACTERISTICS THAT DEFINE A BENTLEY – HANDCRAFTED LUXURY.O. . contemporary Bentleys are capable of extraordinary speeds. Bentley’s legacy. It is not without looking back into its remarkable history that Bentley can move forward. Passion and dedication. Embracing modern technology. YET IT IS THE COMBINATION OF THESE CHARACTERISTICS THAT MAKES OUR BRAND SO UNIQUE. exquisitely handcrafted and beautifully engineered. matrix grille or the high waistline to know one.2009 marks 90 years of W.O. It is this distinguished heritage that is the essence of Bentley. Bentley is a brand for excellence with excellence. ultimate luxury and ambitious environmental policies. Bentley’s ambitions are not lost. Then and now. The story is only just beginning.” A Bentley is unmistakable – all it takes is a glance at the twin headlights. Traditional craftsmanship. DISTINCTIVE DESIGN. A REFINED AND EXHILARATING DRIVING EXPERIENCE. BREATHTAKING POWER AND PERFORMANCE. while ensuring W. True to the unique heritage.

Sophistication – “To build a good car. tough). up-to-date). Excitement – Bentley is an ultimate luxury car with a racing heart. Competence – With British heritage and the modern state of the art German technology. Bentley has proposed it’s self as a high performance luxury for the “very rich”. honest. Bentleys have been manufactured side by side to the ultimate luxury machines. the best in class”. and drive in refined comfort and style. A Bentley is with the stamina to cross continents at pace. wholesome. makes a bolt statement of success and excellence. AND THERE IS EVEN LESS THAT . Excitement (daring. Bentley is about being classy. Sophistication (upper class. charming). imaginative. Aaker argued brand personality can be broken into 5 distinct dimensions: Sincerity (down-to-earth. Bentley has always been about luxury. A hand-built car using the finest quality natural materials takes time. a fast car. and Ruggedness (outdoorsy. Bentley as a Brand Personality Sincerity. Ruggedness – “THERE IS NOTHING QUITE LIKE DRIVING A BENTLEY.Brand Personality Brand Personality is a set of human characteristics associated with a brand. Bentley talks about being the best in class. spirited. successful).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. cheerful). the “Rolls Royce” and Bentley is not very far from it. intelligent. Competence (reliable.

A Bentley is an inspirational car. 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. Bentley is for the people who have a touch of sophistication to themselves. and an inspirational person.MATCHES THE THRILL OF DRIVING A BENTLEY ON ICE. 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. Conclusion Brand personality of a Bentley is a car with luxury and speed. and have a spark to their personality. . Bentley’s personality is such that it believes in delivering the best in its class. yet they are high achievers.” Bentley is a performance luxury car that has a soul of a stallion.

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