#105 of 109 Brand Prestige by ctl

Oct 25, 2010 (1:21 pm)

I think the prestige of a brand can be objectively defined as the weighted average of its car selling prices in a region (say NA, Europe, Japan...)
 
WAP (weighted average price): say brand BR sells 100 car A at $20K, 100 car B at $30K, then the WAP for brand BR is (20K * 100 + 30K * 100)/(100+100) = 25K
 
With that, we can easily rate the brand prestige in the NA market:
 
Tier 1: Rolls-Royce, Bentley, Maybach, Ferrari, Lamborghini...
 
Tier 2: Porsche, Mercedes-Benz, BMW, Audi, Lexus...
 
Tier 3: Toyota, Honda, Nissan, Hyundai...
 
The more high priced cars a brand sell, it increases its brand prestige, and vise versa.
 
Equus and Genesis certainly increases the brand prestige for Hyundai, quantitatively. But selling lots of Accent/Elentra would means the Hyundai brand can never have a high WAP.
 
And what's a good value? maybe low car price for a high WAP brand?

Replies to this message:

• stickguy (Oct 25, 2010 1:27 pm)
  • ctl (Oct 25, 2010 2:16 pm)

#106 of 109 Re: Brand Prestige [ctl] by stickguy

Oct 25, 2010 (1:27 pm)

Replying to: ctl (Oct 25, 2010 1:21 pm)

Replies to this message:

• ctl (Oct 25, 2010 2:16 pm)

#107 of 109 Re: Count the South Koreans out... [Mr_Shiftright] by hpmctorque

Oct 25, 2010 (1:28 pm)

Replying to: Mr_Shiftright (Oct 24, 2010 8:46 pm)

Replies to this message:

• Mr_Shiftright (Oct 25, 2010 1:46 pm)

#108 of 109 Re: Count the South Koreans out... [hpmctorque] by Mr_Shiftright HOST

Oct 25, 2010 (1:46 pm)

Replying to: hpmctorque (Oct 25, 2010 1:28 pm)

#109 of 109 Re: Brand Prestige [stickguy] by ctl

Oct 25, 2010 (2:16 pm)

Replying to: stickguy (Oct 25, 2010 1:27 pm)

This (WAP) being an objective measure, where a brand is ranked wouldn't depend on my personal feelings too many brand to list, but not hard to estimate where they are.
 
This also imitate how our brain perception works. I think in most cases, when a brand is mentioned, the WAP score will be the first to surface. Also, for most people it takes a while and drastic changes for our brain to change the WAP perception...
 
I assume you would put Acura and Infiniti into tier 2? And probably Volvo and caddilac also?