3 .Yes, Bentley has differentiated its brand effectively.

Its concept is based on

consumers who value fine and exquisite quality, the luxury car brand is aware that in
order to stand out, it must be representable and have a symbolic meaning to its
consumers. It stands as a form of lifestyle and stature to the cross-market mix

Bentley classes itself an extraordinary and distinguishable brand with a mix of a legacy
and leading-edge technology. Cars made by Bentley follow a tradition of handmade
craftsmanship, unlike the use of machines by its competitors. Bentley also provides a
limited collection of exclusive non-motoring products such as Ettinger who offers
consumers luxury travel products in lively colors from the Bentley palette, all hand
stitched in England. Bentley also offers high end ophthalmic frames and sunglasses
which highlight the well-known winged B emblem from Estede and extravagant ski
products from Zai. Bentley has also collaborated with different hospitality brands to boost
its position such as The Bentley Room located in London, which is embodied with the
British heritage and Bentley detailing. Furthermore, Bentley frequently invites customers
through dealerships to take part in sporting events such as national golf tournaments;
this in turn cultivates cross-national events worldwide. The Bentley Continental Cup is
awarded to the winner, thus bringing forth golfers with a mutual interest in Bentley and
golf.

In the emerging economies where newly found markets boom, Bentley increases its
awareness through exhibitions, local motor shows, grand opening of showrooms and
signing of dealerships to feature the brand craftsmanship.

4. Through Bentleys high touch positioning marketing system they were able to play an
important role in the brands recovery since the recession. Since then China has
replaced the US as the largest Bentley market. In 2008, Bentley's high-touch
positioning played a key role in entering a new market during the company's
recovery. Bentley sales have increased by 84% between 2011-2012.
Company sold around 1,664 cars to Chinese customers in 2012. Company
keep increasing the sales to other countries such as Russia, which increased
sales by 45% in 2011. Observing the car sales in China and Russia, it is
obvious that the company is making their products the best-selling luxury car
brand in both countries.