Posted: May 25th, 2022

Range Rover Brand Value and Brand Equity

Range Rover Brand Value and Brand Equity

In analyzing the Range Rover’s brand equity, it’s development, and the characteristics of what has contributed to the brands’ success over time including its contribution to the car industry and consumers, it’s best to use a framework to organize the analysis. The brand framework structure or scorecard as defined by Keller (2000) is used as the foundation of the Range Rover brand analysis. The progression of the brand from being primarily sold through farm equipment dealers in the rural areas of the United Kingdom (UK) to being positioned through branding as a suburban workhorse for growing families, to the premium status the brand is aspiring to today is evaluated using the framework Keller (2000) has devised. This framework will provide useful insights into the brands’ equity, how the brand developed, and the characteristics that lead to the successful development of the brand overall.

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

Analyzing Range Rovers’ Brand

In analyzing the Range Rover brand according to the ten attributes as defined by Keller (2000) the transition the brand made away from its agricultural beginnings towards a suburban workhouse Sports SUV to the premium positioning the brand has attained today. The brand is unique and iconic of both rugged individualism and the passion of offroaders to go visit new locations well off smooth roads while at the same time appealing to safety-conscious parents who want to have an SUV for shuttling their children from one activity to another. After Ford Motor Company acquired the company in 2000, the premium positioning and branding became a critical part of the strategy, with the branding strategies ranging from the “upscale to the earthy” according to automotive industry writer Jenny King (2006). Straddling the off-road brand equity created since its inception in addition to its aspiring to an upscale or premium branding image forces the company to send two potentially conflicting messages of off-road toughness and urban luxury according to AdWeek writer Gregory Solman (2005).

The following sections of this paper analyze the Range Rover brand from the standpoint of scorecard as defined by Keller (2000).

The brand Excels at delivering the benefits customers truly desire

The ability of Ford Motor Company to integrate the Range Rover brand into its broader branding strategies has forced the company to concentrate on the unique legacy of off-road reliability while looking to capitalize on the upscale image of the New Discovery, an upscale family SUV launched in 2002 by Ford after the acquisition. The benefits of safety and stability for the families purchasing the vehicle are well defined, as are the ruggedized frame for the off-road enthusiasts. The brands’ management in Ford however is starting to embrace a more upscale image through movie placement (Ford Press Release 2002) in the move “Die Another Day” in addition to the use of event-based marketing to increase the appeal among higher-end SUV and luxury car owners (Land Rover. 2002).

The brand stays relevant

The brand overall has successfully stayed relevant through the iterations of being first an agricultural vehicle with its origins in the UK, to the short ownership of the brand by BMW from 1994 to 2000 and finally to the brand equity and management strategies by Ford from 2000 to present day shows a continual striving for relevancy. The basic design of the Range Rover is utilitarian in its use in rural communities, yet needed a fine-tuning of features to accentuate its family appeal as a workhorse SUV in addition to aspiring for the upscale market (Solman 2005). The bottom line is that while the brand straddles a dual positioning strategy it is highly relevant in its approach to attracting new customers while retaining old ones.

The pricing strategies is based on consumers’ perceptions of value

The initial pricing strategies for the Range Rover were set to appeal to off-roaders and families looking for a suburban SUV. As a result of those branding and marketing strategies, the pricing was relatively low for the upscale market. With the inclusion of more features and a gem-like grill and interior features (Solman 2005) the brand and the image of the SUVs are becoming increasingly seen as comparable in value to the higher-end SUVs on the market, in their competitive arena.

The brand is properly positioned

According to this attribute from the scorecard developed by Keller (2000), 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

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