Range Rover Brand Value and Term Paper

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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).

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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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