The search for focus. Brand values across Europe

Martin Oxley and Nick Bull

This paper describes how Land Rover has focused on the development and application of the values of the Land Rover Brand.

The search for focus. Brand values across Europe

Nick BullRover Group, United KingdomMartin OxleyRSL - Research Services Limited, United Kingdom

INTRODUCTION

Land Rover went through a period of painful rationalisation in the mid-80s. By 1987, it had returned to profit - leaner, fitter and determined to achieve world class standards of product quality and productivity.

This paper is a case study which focuses on the development and rigorous application of the concept of Brand Values, which have been the secret of success for Land Rover in today's rapidly changing and dynamic consumer environment. In addition, it highlights...

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