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ROLLS ROYCE. GREQ<WICH. BRAND AUDIT. ROLLS ROYCE.
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THE TEAM. Name:. Name:. Name:. Add image. Add image.
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OVERVIEW OF THE BRAND ARCHITECTURE OF ROLLS ROYCE.
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Safety : The brand in response to safety takes care of itself, each other and their customers Integrity : The brand involves taking responsibility for how they behave, following their code of conduct and treating everyone with respect and dignity Trust: The brand in response to trust takes pride in what they do, outdoing expectations and delivering for their customers.
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STRATEGIC MISSION OF ROLLS ROYCE. Champion electrification Vitalise existing capabilities Transform our business Reinvent ith igital Build balanced portfolio.
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Most expensive and luxurious cars in the world. Reliability "Explmery engmeenng" since its introduction 1906 Reputational Elements of Brand Unlimited "optional extras", customisation, and upgrades Popular, especially among collectors and Hollywood elites Famed hood ornament, outlandish quality, and notable style.
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CULLINAN WRAITH GHOST. BRAND PROPOSITION OF ROLLS ROYCE.
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3,538 2011 3,575 3630 1,010 2007 1,212 2008 1.002 2009 2,711 2010 2012 2013 4.063 2014 3,785 201 s 4,037 2016 3,438 2017 4,194 2018 5,100 2019 3.756 2020 5.586 2021.
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Employee networks, value and behaviours, Health and well- being, a rewarding ptupose Existing capabilities , reinventing with digital, and championing "electrification" Offering flexible working options, and giving ample recognition and reward Offering of Brands A specific buying process that includes the overall profile of the buyer, the history of past few years Customised cars with innovation and technology.
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EVALUATION OF UNIQUE ATTRIBUTES OF OFFERING AGAINST CLOSEST COMPETITORS.
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The brand involved selling 5,586 units in more than 50 countries to customers in 2021 which is considered the largest sales ever in its 117 histories after its introduction (HTA, 2022). The brand holds customers in more than 150 countries around the world, more than 5000 nuclear and power customers, 70 navies, 160 anned forces, and more than 400 leasing and airlines customers (Steiner, 2020) In India, few celebrities owned Rolls Royce cars. Amitabh Bachchan, one of the popular Bollywood superstars owned Phantom Rolls Royce (Contractor, 2021). Apart from that, many Hollywood celebrities owned the brand car; some of them are Kim Kardashian, David Beckham, RowanAtkinson, Queen Latifah, and many other eminent personalities iami, 2020.
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CONSUMER DYNAMICS. Wealthy consumer attitude and behavior towards luxury cars of Rolls-Royce crashed the record of jumping in to 31% early profit of global cells in 2021 (Economictimes, 2022)..
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CONSUMER PATTERNS. Rolls-Royce is all about silent mobility and creation of ultimate innovative technology intelligence to change customer cars buying patterns..
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CONSUMER RELATIONSHIP WITH THE BRAND. Customer relationship with Rolls-Royce is about expertise, trust and world class service in the 50 years of working and interacting with customers in the nuclear sector (Rolls Royce, 2022b)..
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VISION NEXT 100. BRANDING SHAPES AND DRIVES AWARENESS, LIKING, PREFERENCES, CONVICTION AND PURCHASE.
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BRANDING SHAPES AND DRIVES COGNITION, INVOLVEMENT, RATIONALITY, EMOTION.
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BRANDING SHAPES AND DRIVES LOYALTY, HABIT, IMPULSE AND NATURE OF TRANSACTIONS.
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iTIT '. BRAND STRATEGIC COMMUNICATION ENHANCE EXPERIENCE.
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BRAND STRATEGIC STORYTELLING IN GENERATING SOCIAL AND ECONOMIC VALUE.
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THE NEEDS AND WANTS OF THE CONSUMERS OVER COMPETING OFFERINGS.
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RECOMMENDATION ON FUTURE PERSPECTIVE. The futuristic potential of Rolls Royce has been projected at an astronomical popularity despite the rise of electronic and state of the art cars in the greater market. The profile of this legendary brand has always been and always will be in its traditional, classy and performative models of cars..
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RECOMMENDATION ON ERUDITE AND NOVEL INSIGHTS. The acute implementation of the futuristic planning in terms of being relevant in the market has been providing useful insights to the brand’s decision makers (The Economist, 2009)..
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REFERENCES. Lazonick, W. and Prencipe, A. (2005) Dynamic capabilities and sustained innovation: strategic control and financial commitment at Rolls-Royce plc, Industrial and Corporate Change, 14(3), pp. 501–542, [online] Available at: https://www.researchgate.net/publication/5212528_Dynamic_capabilities_and_sustained_innovation_strategic_control_and_financial_commitment_at_Rolls-Royce_PLC (Accessed 31 March 2022). Rolls Royce (2020) Social, www.rolls-royce.com, [online] Available at: https://www.rolls-royce.com/media/social.aspx (Accessed 31 March 2022). Smith, D. J. (2013) Power-by-the-hour: the role of technology in reshaping business strategy at Rolls-Royce, Technology Analysis & Strategic Management, 25(8), pp. 987–1007, [online] Available at: https://core.ac.uk/download/pdf/30625023.pdf (Accessed 31 March 2022). The Economist (2009) Britains lonely high-flier (Rolls Royce), Strategic Direction, 25(7). Atti, M. (2022) Council Post: The Changing Face Of Luxury And What It Means For Marketers, Forbes, www.forbes.com, [online] Available at: https://www.forbes.com/sites/forbescommunicationscouncil/2022/02/14/the-changing-face-of-luxury-and-what-it-means-for-marketers/?sh=34164ca42390 (Accessed 31 March 2022). Banks, N. (2019) The Story Behind BMW, Rolls-Royce And MINI’s Exciting Future Product Strategy, Forbes, www.forbes.com, [online] Available at: https://www.forbes.com/sites/nargessbanks/2019/06/18/insight-bmw-design-director-adrian-van-hooydonk/?sh=3930da2e5e08 (Accessed 31 March 2022). Caïs, C. (2021) Council Post: Luxury Brands And Social Media: When Less Is More, Forbes, www.forbes.com, [online] Available at: https://www.forbes.com/sites/forbesagencycouncil/2021/07/15/luxury-brands-and-social-media-when-less-is-more/?sh=26e7c62355f4 (Accessed 31 March 2022). 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REFERENCES. Carlier, M. (2022) Worldwide sales volume of Rolls-Royce automobiles 2021, Statista, www.statista.com, [online] Available at: https://www.statista.com/statistics/267243/worldwide-sales-volume-of-rolls-royce-automobiles/#:~:text=Rolls%2DRoyce%20%2D%20Worldwide%20sales%20volume%20of%20automobiles%202007%2D2021&text=Rolls%2DRoyce%20Motor%20Cars%20delivered (Accessed 31 March 2022). CD (2022) Rolls-Royce Cars Price in India - Rolls-Royce New Car Reviews & Showrooms, CarDekho, www.cardekho.com, [online] Available at: https://www.cardekho.com/cars/Rolls-Royce#:~:text=Rolls%2DRoyce%20car%20prices%20in (Accessed 31 March 2022). Contractor, S. (2021) Rolls-Royce Phantom Formerly Owned By Actor Amitabh Bachchan Seized By Karnataka Transport Department, carandbike, www.carandbike.com, [online] Available at: https://www.carandbike.com/news/rolls-royce-phantom-formerly-owned-by-amitabh-bachchan-seized-by-karnataka-transport-department-2517683 (Accessed 31 March 2022). Gibson, M. 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(2015) How Rolls-Royce won its reputation for quality, Autocar, [online] Available at: https://www.autocar.co.uk/car-news/anything-goes/how-rolls-royce-won-its-reputation-quality. Homer, D. (2021) What Makes a Rolls-Royce Car Special?, MotorBiscuit, www.motorbiscuit.com, [online] Available at: https://www.motorbiscuit.com/what-makes-rolls-royce-car-special/. HTA (2022) Rolls-Royce sees record sales in 2021 buoyed by strong demand for luxury cars, Hindustan Times Auto News, auto.hindustantimes.com, [online] Available at: https://auto.hindustantimes.com/auto/news/rollsroyce-sees-record-sales-in-2021-buoyed-by-strong-demand-for-luxury-cars-41641810984199.html#:~:text=The%20demand%20is%20such%20that (Accessed 31 March 2022). Jones, M. 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Steiner, R. (2020) Rolls-Royce to Axe a Fifth of Its Workforce as Boeing and Airbus Scale Back Orders, www.barrons.com, www.barrons.com, [online] Available at: https://www.barrons.com/articles/engine-maker-rolls-royce-has-announced-plans-to-cut-at-least-9-000-jobs-as-airline-customers-scale-back-orders-51589976734 (Accessed 31 March 2022). Vyavahare, R. (2011) Mallika not too classy for Rolls Royce? - Times of India, The Times of India, timesofindia.indiatimes.com, [online] Available at: https://timesofindia.indiatimes.com/entertainment/hindi/bollywood/news/mallika-not-too-classy-for-rolls-royce/articleshow/8038024.cms (Accessed 31 March 2022)..