Putting customers in the driving seat: building Rover’s brand equity

Reports that product or service features in today’s fast‐moving markets, that seemed distinctive and attractive yesterday may turn into little more than “hygiene factors” tomorrow, such is the pace of change. The car market is a good example. Who remembers, or even cares, which manufacturer first introduced ABS or airbags? Every major manufacturer now offers these features, or better. So, what are the implications for Rover Cars? Rover’s much‐respected turnaround in product design and quality is no longer sufficient to secure the group’s profitability and long‐term success. Rover has recognized the need to become even more customer‐focused to continue building brand equity. It is doing this through a deep understanding of its marketplace, a new approach to brand planning and brand management, and the systematic development of organizational capability.