Range Rover brand equity and positioning strategy analysis

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