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Brand Name Equity - READ ONLY

25 messages,  Last post on Mar 26, 2008 at 8:23 PM

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#1 of 25 Brand Name Equity by msindallas

May 09, 2007 (2:20 pm)

Edited/reposted for discussion on suggestion from Kirstie_h...
 
Why don't the domestic manufacturers put any emphasis on a brand names or continue them?Examples: Cavalier and Beretta by Chevrolet. I remember looking at those cars when I was in school in the 90's, thinking someday I will get a job and buy one of these. When the time came, they are discontinued! What happened to the Escort, Taurus and Contour? Only brand name that comes to mind thinking of Chevrolet is a Corvette, which I cannot afford. My idea of sub-compact - a Chevette - gone! My standard for luxury at the time - a Buick Century Limited - discontinued!
 
In contrast, look at Camry, Corolla, Jetta, Passat, Accord, Civic - the models keep changing in size, looks and performance over the years, but the names are the same - for decades. This gives a confidence to the prospective buyer - this car has been around for a long time, must be good in popularity and reliability. In my psyche, when I think of a mid-side reliable family sedan, I think of Accord and Camry, go to their web sites, and only then look at what else they have to offer.
  
If they continue this process of discontinuing new models every few years, consumers get skeptical - if I buy the model today and it gets discontinued next year, will I be able to get service and maintenance? Will the resale value drop like a rock? How do I shop? Vehicles named as 150, 250, 300, 500, 600, 1500 - what do the numbers mean in automotive jargon?
  
Do you all think this is a problem for the domestics, or is it just me? Like many others, I want them to succeed, too, but this neglect is just one more slipping stone down the slope, IMHO. Comments, please.

#2 of 25 Re: Brand Name Equity [msindallas] by elroy5

May 09, 2007 (4:50 pm)

Replying to: msindallas (May 09, 2007 2:20 pm)
In contrast, look at Camry, Corolla, Jetta, Passat, Accord, Civic - the models keep changing in size, looks and performance over the years, but the names are the same - for decades.
 
These cars all started out as good (if not great) cars. They have built a reputation for quality. Domestic cars for the past 20 years have been crude, unrefined, and therefore not something you would want to build a reputation on. If course changing the names, to protect the guilty, didn't work because they still have the bad reputation.

#3 of 25 Re: Brand Name Equity [elroy5] by rockylee

May 09, 2007 (6:56 pm)

Replying to: elroy5 (May 09, 2007 4:50 pm)
They might have a bad reputation but like the weather times have changed and for the most part the big 3 are competitive once again. Sure it's going to still take time but I feel in a few years people will once again say hey let's stop by the GM, Ford, Chrysler dealership and let's look at them also.
 
-Rocky

#4 of 25 Well..... by fezo

May 09, 2007 (7:17 pm)

Right now I;d be hard pressed to name something that would make me drop by the Chrysler dealer, but your point is a good one.

#5 of 25 Re: Well..... [fezo] by rockylee

May 09, 2007 (7:28 pm)

Replying to: fezo (May 09, 2007 7:17 pm)
Well your feeling about Chrysler, is mutual.
 
-Rocky

#6 of 25 Re: Well..... [fezo] by steve_ HOST

May 09, 2007 (9:39 pm)

Replying to: fezo (May 09, 2007 7:17 pm)
something that would make me drop by the Chrysler dealer
 
SWB minivan.

#7 of 25 Re: Brand Name Equity [msindallas] by lemonhater

May 09, 2007 (10:17 pm)

Replying to: msindallas (May 09, 2007 2:20 pm)
I also think that it is short sighted. A bad car reflects badly on the manufater not just the name of the car. When I think of the 88 tempo, I don’t blame the tempo. I blame Ford.
 
If they had simple kept the old names the perhaps when the product improved then they might get some new customers over time.
 
Instead what I think it does is it makes the marketing work harder than it has to. Now you need to inform the public about the new car and what the price of the new model and who is this model for.

#8 of 25 Re: Brand Name Equity [rockylee] by lemonhater

May 09, 2007 (10:19 pm)

Replying to: rockylee (May 09, 2007 6:56 pm)
"Sure it's going to still take time but I feel in a few years people will once again say hey let's stop by the GM, Ford, Chrysler dealership and let's look at them also."
 
Try a few decades. It will take the domestics just as long to regain popularity as it took them to lose it.

#9 of 25 Re: Brand Name Equity [lemonhater] by rockylee

May 09, 2007 (10:20 pm)

Replying to: lemonhater (May 09, 2007 10:19 pm)
Try a few decades. It will take the domestics just as long to regain popularity as it took them to lose it.
 
I sure hope you are wrong.
 
-Rocky

#10 of 25 Re: Brand Name Equity [rockylee] by lemonhater

May 09, 2007 (10:29 pm)

Replying to: rockylee (May 09, 2007 10:20 pm)
Don't think so. I am just 32, and every time I hear the name ford it brings back some not so good childhood memories(i.e. Roasting cause the air conditioning is out AGAIN!). That experence is enough to make me not consider them again.
 
Back in the old days people used to talk about how good the Chevies and Fords were. Now it is Honda and Toyota. The only people that the domestics might impress will be thoose people who are teenagers now. And folks my age have got a whole lot of car buying years ahead. So decades.
 
Detroit didn't lose the game in the 9th inning. Instead, either they made product that was subpar in quality(ticking off future customers and repeat buyers) OR product that was not competative (Not getting new customers). Geting out of the deathspirl is easy. Climbing again is hard.

Messages Page 1 of 3

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