Jaguar and Land Rover — Brand Identity Analysis….

Umang Shankar
3 min readJul 12, 2021


To study Jaguar Land Rover brand identity, this study chooses the Kevin Keller Pyramid Model. As it is also known as Customer-Based Brand Equity Model, it will be much more appropriate to judge a brand, which generally features so high in aspirational and emotional value.

Jaguar brand identity has been the animal but does the brand act like a tamed beast? or is it still wild?

Let’s look at each step and building block in detail, and discuss how you can apply the framework and strengthen your brand.

Brand Salience means that how do customers know the brand or how do the company wants the brand to stand out that customers recognise it. Jaguar and Land Rover and two different brands and have two very distinct and dedicated customer set. Jaguar’s story dates back to 1922 and owes its legacy to the iconic sports cars and the successful motorsport history with iconic green livery, from earlier years Jaguar went with the mantra “Grace, Space, Pace”. Exactly opposite to Jaguar sits Land Rover, with its muscular, functional look and rugged mechanics. Taking inspiration from Jeep Land Rover’s designer had the robustness and reliability in mind and up till now even after modern techniques Land Rover retains those traits and are known by customers for that.

Block 2 — Performance and Imagery

In block 2, it is taken out that what the brand means and what it stands for.

Performance — The experiences that customers have with the brand come as a direct result of the product’s performance. For Jaguar after the Tata takeover, it has been increasingly going beyond just a connoisseur’s car or car for motorsports enthusiasts. Jaguar has maintained the quality, performance, and workmanship of yesteryears. LandRover on the other hand is a focussed SUV brand giving the best of off-roading capabilities, and perform at the best of its class delivering much beyond the expectations of the customers.

Imagery — refers to how well your brand meets your customers’ needs on a social and psychological level. Jaguar and Land Rover’s image comes not just from the performance that the cars deliver but it the experience of ownership. The dealerships are groomed in a way to bring that premium feel, the target marketing campaigns as Jaguar’s association with Goodwood, and Land Rover G4 Off-road Experience, and also there are many dedicated motoring clubs.

Block 3 — Judgements and Feeling

This block deals with how the brand makes the customers feel about it.

Judgment — Customers although judge Jaguar and Land Rover to be expensive brands than their Americans and Japanese counterparts, at the same time appreciate the quality, credibility of long-standing history in high performing sports, the uniqueness of both products, and their constant re-invention of the brand to be ahead of the curve.

Feeling — It is what owners feel about the ownership and followers about the association. What Jaguar and Land Rover gives us the best of British workmanship, the feeling of owning a piece of history and a world-leading product from one of the biggest conglomerates.

Block 5 — Resonance

Brand “resonance” sits at the top of the brand equity pyramid because it’s the most difficult — and the most desirable — level to reach. It is generally made up of how brands infuse loyalty, attachment, sense of community, and engagement. Both brands allure loyalty by keeping alive the tradition and the vintage models with the support of the company, both brands have many clubs around the world that promotes camaraderie and attachment to the brand.

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Umang Shankar

14 years of understanding users, business, and products. Love AI as much as UX and want to see how either of them can match to provide a better world for all.