Page 5 - Rolls Royce, Bentley Mihi Exculta Magazine (Made for Me) - Issue 2, designed and produced by Connell Marketing Associates, UK
P. 5
MARQUES
IDENTITY CRISIS
Why Strong Branding
Is So Important
Successful retailing requires IDENTITÄTSKRISE long-term future. The aim was to
strong branding. Products can create customer aspirations and for
be copied, brands and what Weshalb ein starkes the brand to be seen to meet them
they mean cannot. The place to make Markenprofil so wichtig ist at every touch point.
a difference is in people’s minds.
Umsatzerfolge erfordern eine intensive Markenpflege. Produkte The result has been a massive
Brand identity is recognised as a können kopiert werden, Marken und ihr Image dagegen nicht. change in British Airways’ fortunes.
critical element in any successful Die Stelle, an der man sich am besten profilieren kann, ist Today, the brand translates as
business strategy - it is the emo- im Bewußtsein der Käufer. international, successful, confident
tional glue we use to bind our cus- and caring.
tomers to ourselves. Die Markenidentität wird von jeder erfolgreichen Geschäfts-
strategie als eine der entscheidendsten Komponenten anerkannt – British Airways is now consist-
Over ninety years of investment sie bildet den emotionalen „Klebstoff“, mit dem wir unsere Kunden ently out-performing its competitors
in the equity of the Rolls-Royce and an uns binden. in filling capacity but, more impor-
Bentley marques has resulted in a tantly, also in its ability to fill its
depth of recognition which is on a Über neunzig Jahre Investitionsarbeit für das Markenkapital von planes at a premium. An independ-
par with the greatest of the world’s Rolls-Royce und Bentley haben zu einem Bekanntheitsgrad geführt, ent audit has calculated that the
consumer brands. But great brands wie ihn nur die größten Verbrauchsgütermarken der Welt vorwei- revenue premium which the British
have to evolve. The times may sen können. Große Marken müssen sich jedoch entwickeln. Die Zei- Airways brand was able to com-
change but the brand must appear ten ändern sich, aber die Marke muß stets zeitgemäß und für das mand between 1984 and 1994 was
always fresh and right for the age. Hier und Jetzt richtig erscheinen. Die richtige Botschaft zu vermit- equal to £7.8bn
And, whilst getting the right mes- teln, ist zweifellos wichtig; die Stärke jeder Marke hängt aber letzt-
sage across is vital, the strength of endlich von der dauerhaften Qualität der Produkte ab, die sie ver- The effect on profits has been
any brand is ultimately dependent körpert. dramatic. In 1981 it recorded losses
on the enduring quality of the offer of £541mn; 1996 profits were
it represents. Sehen wir uns British Airways als Beispiel an. In den reported at £640mn.
achtziger Jahren war BA die unpopulärste Fluggesellschaft der
Take British Airways, for exam- Welt. Der Markenname wurde mit mangelhaften Leistungen in Our own world-wide research has
ple. Back in the early ‘80’s, it was allen wesentlichen Bereichen der Kundenbetreuung in Verbindung identified that we are not branding
the world’s least favourite airline. gebracht – ganz gewiß aber nicht mit Weltklasse. ➠ every aspect of our customer expe-
The brand translated as a below rience, that we are presenting our
average performer in all the essen- marque identities inconsistently and
tial aspects of customer service - that the prestige and power of the
definitely not world class. marques themselves have become
detached from the experiences of our
If British Airways was to grow, customers. In short, we have not
in one of the world’s most competi- been exploiting their profit potential
tive industries, a radical re-think of to the full.
what its brand meant and how it
was presented was critical to its The creation of two new marque ➠
identities for Rolls-Royce and Bentley
MIHI EXCULTA - July 1997 5
