Putting customers in the driving seat: building Rover’s brand equity
Managing Service Quality: An International Journal
ISSN: 0960-4529
Article publication date: 1 October 1997
Abstract
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.
Keywords
Citation
Jones, P., Whale, N. and Meekings, A. (1997), "Putting customers in the driving seat: building Rover’s brand equity", Managing Service Quality: An International Journal, Vol. 7 No. 5, pp. 218-220. https://doi.org/10.1108/09604529710172827
Publisher
:MCB UP Ltd
Copyright © 1997, MCB UP Limited