H.R. Owen: Brand refresh
Calling Brands
Executive summary
In the world of luxury, brand is king
Unfortunately for H.R. Owen, London's oldest luxury car dealership, their brand was being overshadowed by the car marques they sold. Following a turbulent time in the financial crisis, revenues fell (2009 — down 13% year on year) and profits fell faster; leading to a wholesale change in the senior management team at the end of 2011
In such a state of flux, H.R. Owen was in need of a strong brand strategy and identity to stabilise the group, uniting the different parts of the...