Page 18 - Rolls Royce, Bentley Mihi Exculta Magazine (Made for Me) - Issue 5, designed and produced by Connell Marketing Associates, UK

PREMIUM BRANDS Occasionally, a brand name becomes so
identified with its product that it
The assumes a status which reaches beyond
Ultimate its marketplace and enters a nation’s, and
Brand sometimes the world’s, lexicon as a generic.
Name
Such status is conferred only on the very,
Rolls-Royce as an Icon very special - the first in their field, the absolutely
pre-eminent - and their reward is to become inter-
18 MIHI EXCULTA - April 1998 changeable names for the products themselves,

like Hoover, Biro or Diesel.

Then there is Rolls-Royce.

Rolls-Royce does not stand just for a special kind
of motor car but for a whole concept. No other
brand name in the world has come to mean the
best in its class, whatever its genus. From
products to services to experiences, when aligned
with the words Rolls-Royce, the understanding
is instant; it is the pinnacle, the best, the
absolute, the infinite expression of its art.

How could such powerful imagery come
about and, moreover, be sustained now for 90
years? The answer is an irony. For a company
which some would argue is all about tradition,
in fact, its only guiding tradition has been to
take the best that exists and make it better - some-
times radically - whether it be technology or
craftsmanship. It is this philosophy which has
enabled it to remain at centre stage during some
of the defining moments of the 20th century
and which today, takes it forward another step
on its journey.

After completing a 14,371 mile marathon
run in 1907, the Rolls-Royce Silver Ghost was
granted the accolade of “the best car in the
world” by Autocar magazine. It has defined it
ever since.

From then on, the world’s most powerful,
most famous, most extraordinary people des-
ired to be seen driving in the world’s best motor
car. And its lure has been powerful enough to
transcend all boundaries and all ages.