Brand Architecture Report: Ferrari vs Rolls Royce

Introduction

This report builds and examines the brand architecture of two brands - Ferrari and Rolls Royce in the
luxury car market. Both the brands have somewhat similar target market but very different brand
personalities. Among the world’s top exclusive auto makers Ferrari and Rolls Royce stand high above any
other. This report is built to understand how unique brand personalities create their footholds in minds
of customer even if their target market is similar.

Brand Architecture

The first step is to develop brand pyramids for both brands.

➢ Brand Architecture for Ferrari

Brand Core/Essence - Italian hertage and luxury.

Brand Personality - aggressive, loud , fantasy.

Emotional Benefits - thrill and passion of fast car,

exclusive status in luxury.

Product Benefits - imposing presence and unique

identity in motorsports

Product Attributes - Exotic design , high top speed,

expensive.
➢ Brand Architecture for Dell

Brand Core/Essence - the best in car in the world.

Brand Personality - grandeur, English royalty.

Emotional Benefits - exclusive membership,

Product Benefits - ultra luxury comfort , reliability ,

classic performance, custom interior.

Product Attributes - sturdy and beast look.

Brand comparison

The two brands target the ultra-rich category of customers in the market. Both are known for their history of
excellence in the automotive business, Ferrari for Italian lineage and Rolls Royce for British roots. Both have
best in class performance and quality as their priority. The two brands have premium pricing for the high-status
symbol they offer.
Even in the same market the two brands attract different kinds of people. The Rolls Royce is bought by those
who prefer over the top class in comfort and grandeur of living. On the other hand, Ferrari is car of choice for
people looking for thrill of high-speed adrenaline rush. Rolls Royce offers the car buyer complete inclusiveness
in interior design, color. Ferrari offers the one of a kind designs and the performance that comes with the
Italian engineering marvel. Ferrari offers greater variety to its customers as compared to Rolls Royce which has
released fewer models.
Rolls Royce earns higher margin due to premium pricing and half as many cars as Ferrari are sold in a year
which is enough to generate target revenue for the British car manufacturer.
Ferrari has a more diverse product profile and earns different margins on different product increasing its
revenue every year.
Brand Value

Ferrari is the world’s most powerful brand according to Brand Finance with a brand value of US $ 4 Billion. Rolls
Royce on the other hand is finding it tougher to maintain its brand value, majorly due to being owned by BMW
has changed the perception towards the brand, even before that it was suffering by continuous loss year after
year as cost of production rose. Ferrari is currently one of the few top growing brands in terms of brand value.
Rolls Royce recorded record sales in 2018 which may reflect the increased brand value. Compared to Ferrari,
Rolls Royce is far behind as of today and the reason might be the design and selling point for RR cars has been
almost similar to or inspired from what was in the 1900’s. Recent changes
in design has shown some shift in the way RR is positioning itself.
Ferrari has got much of its continuous connection with its core high speed engineering marvel image from its
continuous involvement in motorsports like Formula 1. It has also allowed to improve the design and
performance due to high R&D expenditure in these events and separately as well.
We can say that Ferrari has enriched its brand value while for Rolls Royce it has certainly declined.

Sources Consulted

• https://www.interbrand.com/best-brands/best-global-brands/2018/ranking/ferrari/
• https://en.wikipedia.org/wiki/Rolls-Royce_Motor_Cars
• https://www.roadandtrack.com/car-culture/buying-maintenance/g6830/best-luxury-cars-brands/
• www.brandfinance.com