When Bell & Ross is starting a lovely story with French iconic military plane.
Brand association is key to enhance brand equity (see Aaker). When you are able to combine both a unique brand identity with a strong association with other "brands", you enhance the brand awareness.
See basic notion below (click the slide to enlarge):
That is exactly what Bell & Ross makes (and thus, since the beginning).
The latest Bell & Ross brand'association is another time a good example:
Inspired by the history of aviation and its technological advances, Bell & Ross collections pay homage to the key periods in civil and military aviation from 1900 to the present day.
The military world has always been a pioneer in numerous fields. Its innovations have had various applications in civilian life, such as the Internet, GPS or even the first business jets. Creating avantgarde technological ties between its civil and military activities, Dassault Aviation has acquired unquestionable expertise of the highest standard.
A découvrir aussi
- What is branding ?
- Introduction to Brand Strategy: 7 Essentials for a Strong Company Brand
- Keller's Brand Equity Model Building a Powerful Brand