The Spirit of EcstasyFor over 100 years there has been an automotive brand that leaves the 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 targets a particular audience. Their brand, however, still has an impact on all audiences; only some people can afford it. The Rolls Royce is idolized in the eyes of the public, from rap videos to megamillionaires. When you can afford a Rolls Royce you have become great in the eyes of society. Why is this so important in branding? Create a strategic plan to follow. The strong image of the Rolls Royce brand has evolved to have memorable, meaningful, likable, transferable, adaptable and protectable qualities. Rolls Royce gets many benefits from using these qualities in their branding. They have had many advertisement creations through their branding ideology. Strong brand images must meet certain criteria to create understanding within the audience. In today's society, clear aspects must remain memorable. Brand awareness must be recognized to create this memorable quality. Rolls Royce demonstrates this quality through its mascot on the front of the bonnet. For a brand to be memorable it must hit certain aspects. The public must be able to remember it. The ability of a company's brand to stick is key to being profitable. An article in Fashion Drive magazine from (2012) talks about the image that appears on each hood of a Rolls Royce vehicle. “One of the first things we notice in every Rolls-Royce car is the winged mascot that sits at the front of the car. While its meaning can symbolize many different things for many different… middle of the card… it causes the audience to gain an understanding of its superiority without ever possessing it. They use a type of recognition to create this cute look. In this branding vehicle, the transferable is also taken into account. The adaptability is present in this advertisement but it is very small. Adaptability is shown through the main character driving through the woods. It shows how different terrain is not an obstacle for the vehicle. This attracts the public because it shows that the car can maneuver in many areas, therefore being adaptable not only physically but also mentally for the public. They themselves are witnesses of the change. Which gives them power. Protection is represented by the branding at the end of the commercial with the Spirit of Ecstasy. End the commercial and let the audience know who and what company it is. The brand is patented in one's mind.