| Title: |
Engineering emotional product identities in high-luxury vehicles |
| Authors: |
Abbott, Marcus; Shackleton, John P.; Holland, Ray; Guest, Peter; Jenkins, Melinda-June |
| Publisher Information: |
Zenodo |
| Publication Year: |
2019 |
| Collection: |
Zenodo |
| Subject Terms: |
Branding; Engineering Attribute Management; Categorisation; Prototype Theory |
| Description: |
This paper aims to describe one avenue of a programme of research into brand identity and its relationship to engineering product concepts at Bentley Motors Limited. We start with a review of the automotive market place, showing that it has become ‘commoditised’; functional product properties have reached a level of technical parity and distributional saturation and thus branding and style have become the new ‘attractive product qualities’. We will discuss how within the high-luxury and ‘pinnacle’ automotive markets, brand associations - personal beliefs, values and emotions, and brand identity, as expressed through the lineage of product design - are especially salient in creating differentiation and commercial advantage. This results in automakers’ seeking brand-focused design and engineering strategies in order to promote brand identities through multi-sensory product property stimuli. We respond to this background with one of a series of studies into the lineage of product properties and vehicle features at Bentley Motors. Drawing upon contemporary research from cognitive science and marketing into concept identity recognition and categorisation, quantitative and qualitative data from focus groups is analysed to propose diagnostic scales of ‘typicality’ for vehicle properties. From this we demonstrate that the identification and diagnosis of ‘Bentleyness’, the perceived fit between the brand and its products, varies and is weighted for different product features. |
| Document Type: |
conference object |
| Language: |
unknown |
| Relation: |
https://zenodo.org/communities/de05_2006/; https://zenodo.org/records/2584071; oai:zenodo.org:2584071; https://doi.org/10.5281/zenodo.2584071 |
| DOI: |
10.5281/zenodo.2584071 |
| Availability: |
https://doi.org/10.5281/zenodo.2584071; https://zenodo.org/records/2584071 |
| Rights: |
Creative Commons Attribution 4.0 International ; cc-by-4.0 ; https://creativecommons.org/licenses/by/4.0/legalcode |
| Accession Number: |
edsbas.30B2FA48 |
| Database: |
BASE |