The search for focus brand values across Europe

Date of publication: June 15, 1996


This paper describes how Land Rover has focused on the development and application of the values of the Land Rover Brand. It highlights the need to be focused and driven by the customer, which requires the need for regular, timely and actionable consumer based research. This case study describes how by being passionate about the brand and the customer one can both survive and thrive in today’s rapidly changing consumer environment.

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