'Brand' and 'image' are generally regarded as being inextricably linked. Whether you buy a Rolex, a Ferrari or a Morgan - you've bought into the 'brand'. If you buy a pencil, then you may not have bought a brand - but once you're into discretionary purchases, branding is a key driver.
For Morgan the brand architecture is British, hand made, authentic. It's not engineering excellence (anyone buying a new Skoda will see that the Skoda is far better built).
Everyone here talks about pedestrians giving a cheery wave, small boys smiling, traffic letting you out... it's all connected to brand image.
Most people refuse to accept that they've bought into a brand - it's seen as being a bit weak to have succumbed to such a thing. 'I'm an individual'...
Whether the Morgan shop is on message for the brand is another matter.
