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Fawad Aurangzeb Khan Registration # 19584 MBA Branding and Advertising Assignment # 2 Date: April 8, 2012 Iqra University

Introduction
Bentley Motors Limited is a British manufacturer of automobiles founded on 18 January 1919 by Walter Owen Bentley known as W. O. Bentley or just "W O". Bentley had been previously known for his range of rotary aero-engines in World War I, the most famous being the Bentley BR1 as used in later versions of the Sopwith Camel. After the war W. O. Bentley designed and made production cars that won the 24 hours of Le Mans in 1924 and following models which repeated those successes each June 1927, 1928, 1929 and 1930.

Purchased by Rolls-Royce in 1931, when production was moved from London to Derby and later to Crewe, this business has been owned by the Volkswagen Group of Germany since 1998. The business is still based in Crewe, Cheshire, England with their Central Production Facilities there.

Overview of the Bentley Distinguished Heritage


During the 1920s Bentley went from strength to strength. Racing triumphs proved reliability, speed and incredible performance. Sales soared. These were the years of the Bentley Boys. Extraordinary adventures followed by extravagant victorious celebrations. Five glorious Le Mans victories and a successful return in 2003 secured the sixth historical win.

2009 marks 90 years of W.O. Bentleys legacy. True to the unique heritage, contemporary Bentleys are capable of extraordinary speeds, exquisitely handcrafted and beautifully engineered. It is this distinguished heritage that is the essence of Bentley. Passion and dedication. Then and now. It is not without looking back into its remarkable history that Bentley can move forward. Embracing modern technology, while ensuring W.O. Bentleys ambitions are not lost. Traditional craftsmanship, ultimate luxury and ambitious environmental policies. The story is only just beginning.

Bentley as a Brand
THERE ARE MANY UNMISTAKABLE CHARACTERISTICS THAT DEFINE A BENTLEY HANDCRAFTED LUXURY, DISTINCTIVE DESIGN, BREATHTAKING POWER AND PERFORMANCE, A REFINED AND EXHILARATING DRIVING EXPERIENCE. YET IT IS THE COMBINATION OF THESE CHARACTERISTICS THAT MAKES OUR BRAND SO UNIQUE. A Bentley is unmistakable all it takes is a glance at the twin headlights, matrix grille or the high waistline to know one. Bentley is a brand for excellence with excellence.

Brand Personality
Brand Personality is a set of human characteristics associated with a brand. Aaker argued brand personality can be broken into 5 distinct dimensions: Sincerity (down-to-earth, honest, wholesome, cheerful); Excitement (daring, spirited, imaginative, up-to-date); Competence (reliable, intelligent, successful); Sophistication (upper class, charming); and Ruggedness (outdoorsy, tough).

Bentley as a Brand Personality


Sincerity- The dedication and determination that we bring to building our cars intensifies the unique experience every Bentley driver takes from ultimate relaxation to ultimate exhilaration. A hand-built car using the finest quality natural materials takes time. Excitement Bentley is an ultimate luxury car with a racing heart. A Bentley is with the stamina to cross continents at pace, and drive in refined comfort and style. Competence With British heritage and the modern state of the art German technology, makes a bolt statement of success and excellence. Sophistication To build a good car, a fast car, the best in class. Bentley talks about being the best in class. Bentley is about being classy. Bentley has always been about luxury. Bentley has proposed its self as a high performance luxury for the very rich. Bentleys have been manufactured side by side to the ultimate luxury machines, the Rolls Royce and Bentley is not very far from it. Ruggedness THERE IS NOTHING QUITE LIKE DRIVING A BENTLEY. AND THERE IS EVEN LESS THAT

MATCHES THE THRILL OF DRIVING A BENTLEY ON ICE. Bentley is a performance luxury car that has a soul of a stallion. Bentley is known for its long endurance races and it builds cars which are meant to be tough on the outside and soft from the inside.

Conclusion
Brand personality of a Bentley is a car with luxury and speed. Bentleys personality is such that it believes in delivering the best in its class. Not every sports car is a luxury car and not every luxury car has acceleration up to a sports car. Bentley is not a sports car; Bentley is about being a Supercar. Bentley is for the people who have a touch of sophistication to themselves, yet they are high achievers, and have a spark to their personality. A Bentley is an inspirational car, and an inspirational person.