Brand Communication in Aston Martin

February, 15, 2010
VENUE : MIP-Politecnico di Milano
GUEST SPEAKER : Tammy Haines

Working as financial controller in a technical company can't stop Tammy chase her interest in brand and marketing. After MBA, Tammy Haines joined Aston Martin to work in Brand Communication.

Aston Martin was started by two gentleman Bamford and Martin in 1913 in UK. After 97 years'

development, Aston Martin have already been ranked the top tier in the high end sports car industry. The brand communication obviously contribute a lot for the extraordinary success of Aston Martin.

"Power, Beauty, and Soul" are the product value of Aston Martin. In the luxury sports car market segmentation, Aston Martin launched different model of cars closely compete with it's competitors, such as Ferrari, Porsche, and etc. The quality product plus the world class retail network are the guarantee of global sale performance.

The brand communication in Aston Martin included the media network , fleet responsibility, company image, and dealership support areas. Tammy then shared her working experience in Aston Martin with club members. Her clear explanation solved our doubt about the role and responsibility of Brand communication in the luxury sports car industry.

Even the whole seminar was held via telephone, we can feel the speaker's passion and energy. "The most important thing is to know what you like to do and then go for it." Tammy also encourage us that we should take action to win our ideal career.