Brand Associations
Royal Enfield is a famous luxury gear company that produces motorbikes, motorbike accessories, camping equipment, men’s and women’s clothing plus accessories, and fishing & hunting equipment. It is not just a brand it is a style and a belief that adventures are pursuits of the highest order. The prominent products of the brand are Bullet 350, Bullet 500, Bullet Electra 4S, Lightning 535, Bullet Electra 5S, Bullet Machismo, Thunderbird Bike, and Classic. Royal Enfield introduced modern variants of the Classic 500 and 350 motorbikes.
Brand Awareness
The Royal Enfield is a well-known brand not only in UK and India but in other parts of the world, too. It has adopted a simple marketing strategy of Television Ad campaign, magazines promotions, and road trips. It has promoted the brand in the Men’s magazines, local print media, Adventure magazines, Fan Clubs, and Himalayan Odyssey road trips. It is targeting the consumers in the age group of 25-45 years of age. The competitors of the Royal Enfield are Bajaj Auto Limited, TVS, Yamaha, Suzuki, and other famous brands. The brand is a premium product, and that is why it demands a high price.
Brand Loyalty
Customers’ perception towards the brand is high in India. It is a luxury motorbikes brand, so the style and durability are all it is providing to its consumers. For buyers, it is not just a motorbike brand, but a sense of a connection to the community with long-lasting passion, interest, and emotions. It is now synonymous with adventure and leisure, and Royal Enfield motorbikes have perceived as a classic, versatile, and unique machines. In a mid-size motorbike segment, the brand has seen an exceptional growth due to the loyal fan base. It has sold 508099 units of motorbikes in 2015 and earned 1230 crore, which was a huge success.
Brand Assets
The Royal Enfield collaborated with an Indian automotive company Eicher Group in 1990, and then later merged with the company in 1994. It is currently providing its services in almost 50 countries and has patents of these branches plus the patents of Royal Enfield Himalayan. The famous Indian brand, Bajaj, alleged Royal Enfield has infringed the twin spark ignition, but Royal Enfield defended itself and replied that Bajaj has the patent for 75cc to 250cc category, while the Royal Enfield engine is in the segment of 350cc and above. On November 2017, the Royal Enfield announced the powerful 650 cc twin-cylinder engine at the Technology Centre in England.
Brand Elements
The Royal Enfield is for luxury, status, and adventurous ride lovers, so the royalty factor does exist in the brand name. The word Enfield means Heraldry, which is a mythical beast having the head of a fox, the lion’s body, the greyhound’s chest, the forelegs like an eagle’s talons, and the tail like a wolf. The slogan of the brand is “Made like a gun, goes like a bullet,” and the products have all the features of the slogan.