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The Bentley Brand

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This article uses a number of well known marketing models to explore the nature of the Bentley brand, its past heritage, its current definition and some market place factors which may impinge on its future development in global markets. Based largely on published sources the article also draws on depth interviews with Bentley executives from the UK and Chinese distributors. The article begins with a review of Bentley's history, which is crucial for understanding the importance of heritage to the nature of the brand. It then attempts to apply to Bentley selected branding concepts such as underpinning anchor values, brand personality, and brand positioning which, itself, is further disaggregated into aspects such as target segments, differentiation and positioning by culture and country of origin. The article also reviews the growth of the brand in terms of its potential for extension and stretching and some of the issues faced as it strives for global brand status. The article concludes by proposing a new acronym for summarising the key elements which must be carefully managed in order to sustain and nurture brand equity.
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Keywords: BRAND EXTENSION; BRAND INTERNATIONALISATION; BRAND STRETCHING; BRANDS

Document Type: Research Article

Publication date: September 1, 2005

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