What is the mystery of the brand of several bankruptcies of Aston Martin

The last film in Daniel Craig's 007 series, 007 No Time to Die, was finally released last week after several delays. It is also the longest film in the 007 series.

In 007, which has endured for 50 years, in addition to James Bond, a very British gentleman, there is also a personality brand such as Aston Martin, which is rooted in British culture. In "007 • No Time to Die", the Aston Martin classic - DB5 appeared again. Aston Martin DB5 was born in 1963 and first appeared on screen in the 007 series of films "Goldfinger", followed by "Thunder", "GoldenEye", "Empire of Tomorrow", "Casino Royale", "Skyfall" and other films. At an auction in the UK, an Aston Martin DB5, which retained the front machine gun device, bulletproof shield, rotating license plate, and tracking equipment that appeared in the 007 Goldfinger movie at the time, sold for £2.9 million (about $4.59 million). With the release of "007 • No Time to Die", it is reported that Aston Martin announced that he would re-produce DB5.

Aston Martin was founded in March 1913, six years before Bentley. The founders were Lionel Martin and Robert Banford, and the company was originally named Bamford & Martin Ltd. Lionel Martin is a racing driver and Robert Bamford is an engineer. The following year after the company, Lionel Martin drove a Singer car that he and his partner, Robert Bantford, had refit himself, and won the astron Clinton Mountaineering Race, which was very well known at the time, and was said to commemorate the victory, the brand was renamed Aston Martin.

In more than 100 years of development, Aston Martin has repeatedly gone bankrupt and changed owners. In 1947, tractor manufacturer Sir David Brown acquired Aston Martin and the following year produced the DB1, the first model in the classic DB series, which was named after the initials of David Brown's name. The DB series is considered the soul of Aston Martin.

What is the vitality of a brand? Why does Aston Martin, who has gone bankrupt several times, still have the value of being acquired by aristocrats, Ford Motors, billionaires, etc.?

In 2017, Aston Martin released its latest brand proposition: "For the love of beautiful", which Chinese interpreted as "only beautiful". Perhaps it is this attitude and practice of always maintaining the pursuit and persistence of the ultimate and beauty no matter what kind of situation they encounter. This is the vision that a brand should have, but how to make a visionary company or brand more competitive depends on the ability of the core leaders. As One of Aston Martin's former managers, Urielci Biss, argues: "So what they lack is a vision of the future, of not thinking about how to make such a company competitive, and that's what I've given to the company, and I've given it vision." ”

References: The Mystery of Branding, CCTV