Over decades we have all been exposed to Mercedes, Porsche and BMW’s brand building activities. We have seen Ferrari and McLaren’s endeavours in F1. We have witnessed celebrities, sport stars and members of the royal family being chauffeur driven in Range Rovers, Bentleys and Rolls Royces.

We may never be in the market for these motors. We may never drive one from the forecourt. But our collective understanding of these brands makes them valuable status symbols for those who are and those that will.

Sir John Hegarty, founder of BBH:

“A brand is made not just by the people who buy it, but also by the people who know about it. That is so important, and we've forgotten that lesson. Take Rolls Royce. I'm sure neither you or I will ever buy a Rolls Royce. But we know who they are. We know what they stand for. We know what values they have. Therefore, it adds to their value and their desirability. We've forgotten that.”