Choose speciality channel:   Choose sector channel:     Search the site

How to Guide


How to brand cars

How to brand cars

By Robert Passikoff, Founder and President of Brand Keys

GM's financial quagmire and bizarre labor and bureaucratic practices notwithstanding, branding (or lack thereof) was a big part of their problem.

However many MPGs your car gets, or what quality ratings it receives, cars, like most products and services (perhaps even more so), have a large emotional component that isn't an optional extra.

Your brand either stands for something in the mind of the car buyer or they walk away from your brand and drive another home.

We're not just jumping on a fallen giant. We've been saying this for years. And as loyalty metrics are leading-indicators of consumer behavior and profitability we weren't surprised to see GM steadily lose market share, from 54% to 19%.

GM lost touch with car buyers, but that shouldn't have been surprising to folks either. They had too many brands, many of which had neither emotional resonance nor meaning. Everyone knew them (so much for awareness ratings), but nobody knew them for anything other than "cars."

Experts have pointed out that GM practiced "launch and leave" branding, i.e., companies spend billions upfront to introduce a vehicle, but then fail to support the brand with sustained, meaningful advertising.

And to complete the self-fulfilling marketing loop, with a shrinking market share GM couldn't possibly give its multiple brands and models the individual attention they so desperately needed.

That explanation's fine as far as it goes. If you really pay attention to what GM did you'll find that they weren't really very good at branding or marketing. Not when they had to actually compete.

We turned to our Customer Loyalty Engagement Index to look at the emotional driver in the automotive category - "Right Car For Me" – to see how major auto brands ranked on that critical dimension, and here's what the top-20 ranking looks like:

1. Toyota
2. Mercedes
3. BMW
4. Subaru
5. Cadillac
6. Jeep, GMC
7. Honda, Volkswagen
8. Hyundai
9. Nissan
10. Hummer
11. Lincoln
12. Kia
13. Mustang
14. Chrylser
15. Mercury
16. Saturn
17. Chevrolet
18. Buick
19. Volvo, Saab
20. Pontiac

From a brand perspective, kind of creepy, huh? Now GM's brand lineup is being halved, with the company jettisoning divisions like Pontiac, but from a brand perspective the bottom line will not improve if they can't figure out how to imbue the metal with some emotion.

The Brand Keys bottom line: Real loyalty metrics - being leading- indicators and all - might have helped them. They still could when they get around to "reorganizing" the GM brands and decide to stop talking to themselves and start looking at the category through a consumer windshield.

GM's bottom line? The stock fell steadily from about $70 at the start of the decade. It closed at 75 cents a share on Friday.

viagra discounts coupons link viagra coupons printable
abortion arguments open online coupons free
prescription coupon card open prescription savings card
forest laboratories patient assistance bystolic coupon card generic bystolic
cialis discounts coupons site pet prescription discount card
discount prescriptions coupons prescription card discount
how to abort a baby abortion clinics in colorado springs early abortion options
cyklokapron wiki cyklokapron
price of abortion pill what is abortion pill buy abortion pill
printable coupons for cialis cialis coupons 2015
cialis manufacturer coupon 2016 cialis coupon 2015 cialis coupon card
cialis manufacturer coupon 2016 coupon for cialis prescription transfer coupon
spontaneous abortion pill cheap abortion pill clinics spontaneous abortion pill
addyi suomi addyi fda
should abortion pill be legal early abortion pill free abortions
what is abortion pill abortion pill risks how do abortion pill work
cialis coupons printable cialis manufacturer coupon 2016
aspiration abortion second trimester abortion types of abortion pill
printable coupons for cialis lilly cialis coupons cialis coupons 2015
abortion pill process abortion pill pros and cons articles on abortion pill
naltrexone abuse ldn for depression naltrexone how long does it take to work
half life naltrexone click naltrexone dosage forms
vivitrol wiki naloxone naltrexone
ldn and autism ldn medication trinalin
naltrexine site naltrexone prescribing information
what is vivitrol used for opiate antagonist naltrexone naltrexone implant locations

Check out 12ahead, our brand new platform covering the latest in cutting-edge digital marketing and creative technology from around the globe.

12ahead identifies emerging trends and helps you to understand how they can apply to modern-day companies.

We believe 12ahead can put you and your business 12 months ahead of the competition. Sign up for a free trial today.