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Car Brand Attributes & Values
I often ask those who attend our personal branding classes and presentations to name brands that they like and regularly support, and to tell me what it is about them that they like. Typically, I get a wide variety of responses that names brands of food products, clothing, technology and cars. Here’s a sampling:
In the food category, many people agree they will by none but Heinz Ketchup or Hellman’s Mayonnaise because they know they can count on them to deliver consistent quality. President’s Choice, a Canadian private label grocery store brand, was lauded for its product innovation and quality, and was definitely the product of choice despite its higher price points. Diet Pepsi was appreciated for both what it did have (good flavor) and what it didn’t have (calories and caffeine.)
Nike is often named as a favorite athletic gear brand. People like how Nike’s products look, their quality, durability and fit. Birkenstock also offers good fit, is long lasting, and guaranteed. Real Simple Magazine has a lot of white space, is simple, and well organized. Aubrey personal care products are natural with no added chemicals and Lavonia Skin care is botanical and easy to use.When it comes to cars, especially mature car brands that have been on the market for years, people’s brand perceptions combine their own personal experience with stories told by others and the manufacturer’s brand marketing claims that align with both their own and other’s perceptions. One individual who participated in the “name your favorite brands” exercise volunteered both Ford and VW as cars that are very reliable and easy to find excellent service for. After hearing two such different brands married in this one sentence, can you hear the bodies dropping at Ford’s and VW’s respective ad agencies? Chevy was also described as reliable, better priced, better styled with better interiors.
For those who are not fond of the Ford brand, its name has become an acronym for that stands for “Fix Or Repair Daily.” Yet it was freely volunteered as a reliable brand! Our car quiz does not feature any of the big 3 US automotive giants because they each represent so many diverse brands, they have no distinctive brand attributes themselves. Think of it - what comes to mind when you think of any of them? Attributes and values, or the individual brands that they manufacture? You need to drill down to the Dodge, Corvette, Saturn and pickup truck lines, before any sort of consistent brand personality emerges.
Ford pickups were known as powerful workhorses for hard working men, but GM moved into that market with strongly competitive products, and now Toyota has offers a “tough truck” model that is successfully competing in the heartlands of America. Toyota is gaining marketshare from the domestic contenders, as its trucks are being found to be even more reliable and durable, by those for whom reliability and durably in their working vehicles is a necessity, not an option.
Our car brand quiz features 14 highly distinct car brands. The Aston Martin is known as “the James Bond” car; innovative and incredibly powerful, with the sexy styling that reflects the brand of 007 himself. Despite their occasional shrinking and expanding, Cadillac has always been the ultimate American Status car, a natural outcome of the successful pursuit of the American Dream. What comes to mind when you think of Mercedes, Ferrari and Porsche? What do Toyota, Saab and Volvo stand for? Saturn is a bit more difficult, as the values and attributes that it was founded on, down home friendliness, quality and service have taken a questionable detour to “european inspired design” that its current commercials depict as “unrecognizable” to consumers as Saturn. This is dangerous territory for a new brand to enter, and the success or failure of this approach will become apparent over time.
As you take the quiz, jot down your selections to create a list of the three cars brand attributes and values that are closest to your own personal brand. If they match your attributes and values, use this list to shortcut the creation or development of your own personal brand.
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