The Spirit of EcstasyFor over 100 years, there has been an automobile brand that leaves an impression of quality, reliability and luxury. This brand is Rolls-Royce. The combination of Fred Royce and Charles Rolls created the brand in the early 1900s. Rolls Royce appeals to a particular audience. Their brand image, however, still has an impact on all audiences; only some people can afford it. Rolls Royce is idolized in the public eye, from rap videos to mega millionaires. When you can afford a Rolls Royce, you have achieved success in the eyes of society. Why is this so important in branding? This creates a strategic plan to follow. Rolls Royce's strong brand image has evolved to become memorable, meaningful, likable, transferable, adaptable and protectable. Rolls Royce derives many benefits from using these qualities in its branding. They have had many ad creations thanks to their brand ideology. Strong brands must have certain criteria to meet to create understanding within the audience. In today's society, clear aspects must be memorable. Brand awareness must be recognized to create this memorable quality. Rolls Royce demonstrates this quality through its mascot on the front of its hood. For a brand to be memorable, it must touch on certain aspects. The public must be able to remember this. The ability of a company's brand image to stick is essential to being beneficial. An article in Fashion Drive magazine (2012) talks about the image that appears on every hood of a Rolls Royce vehicle. “One of the first things we notice about any Rolls-Royce car is the winged mascot standing in front of the car. Although its meaning can symbolize many different, very different things...... middle of paper ...... make the audience understand its superiority without ever possessing it. They use some sort of recognition to create this sympathetic aspect. The transferable is also taken into account in this branding vehicle. Adaptability is in this ad but it is very small. Adaptability is demonstrated by the main character driving through the woods. This shows how different terrains do not pose an obstacle for the vehicle. This is attractive to the public because it shows that the car can maneuver in many areas, thus being not only physically but also mentally adaptable to the public. They are themselves witnesses of the change. Which gives them power. Protectable is represented by the brand at the end of the ad with the Spirit of Ecstasy. He ends the commercial and lets the audience know who it is and what company it is. The brand is patented in the spirit.