Comments on: The American Auto Industry Still Doesn’t Understand Branding http://www.brandidentityguru.com/wordpress/2009/06/23/the-american-auto-industry-still-doesnt-understand-branding/ Branding Opinions From Our Fearless Leader - Scott White Tue, 03 Jan 2012 05:40:07 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: BIG Kahuna http://www.brandidentityguru.com/wordpress/2009/06/23/the-american-auto-industry-still-doesnt-understand-branding/comment-page-1/#comment-4566 BIG Kahuna Sun, 05 Jul 2009 13:33:11 +0000 http://www.brandidentityguru.com/wordpress/?p=1259#comment-4566 I think Toyota holds reliability and Honda owns Quality. When people buy Toyota they think, hey nothings gonna go wrong because it's a Toyota. And Honda makes some damn good cars. There's a little overlap between the two and yes the individual brands do have some of their own unique brand identities. I think Toyota holds reliability and Honda owns Quality. When people buy Toyota they think, hey nothings gonna go wrong because it’s a Toyota. And Honda makes some damn good cars. There’s a little overlap between the two and yes the individual brands do have some of their own unique brand identities.

]]> By: Notorious ROB http://www.brandidentityguru.com/wordpress/2009/06/23/the-american-auto-industry-still-doesnt-understand-branding/comment-page-1/#comment-4565 Notorious ROB Fri, 03 Jul 2009 18:28:15 +0000 http://www.brandidentityguru.com/wordpress/?p=1259#comment-4565 Good post. Question, though. What does Honda own? What does Toyota own? It's too easy to point to BMW and Mercedes and Volvo, all of which aren't really trying to be general market vehicles. I'm not sure that Toyota owns a particular brand identity either. The Prius has a very different brand identity than a Camry, and I don't see the common brand identity for Toyota across the board. -rsh Good post.

Question, though. What does Honda own? What does Toyota own? It’s too easy to point to BMW and Mercedes and Volvo, all of which aren’t really trying to be general market vehicles. I’m not sure that Toyota owns a particular brand identity either.

The Prius has a very different brand identity than a Camry, and I don’t see the common brand identity for Toyota across the board.

-rsh

]]> By: BIG Kahuna http://www.brandidentityguru.com/wordpress/2009/06/23/the-american-auto-industry-still-doesnt-understand-branding/comment-page-1/#comment-4523 BIG Kahuna Tue, 23 Jun 2009 22:20:28 +0000 http://www.brandidentityguru.com/wordpress/?p=1259#comment-4523 Only if Ford wanted to have a "green" brand identity. They would need to own it like Volvo owns safety. Which would mean that Ford would make all their cars and trucks green. Wouldn't that be awesome? But they are too chicken shit to make something like that happen. But when was the last time Ford owned anything? They used to but now they try to be like Honda and Toyota. Only if Ford wanted to have a “green” brand identity. They would need to own it like Volvo owns safety. Which would mean that Ford would make all their cars and trucks green. Wouldn’t that be awesome? But they are too chicken shit to make something like that happen. But when was the last time Ford owned anything? They used to but now they try to be like Honda and Toyota.

]]> By: BIG Kahuna http://www.brandidentityguru.com/wordpress/2009/06/23/the-american-auto-industry-still-doesnt-understand-branding/comment-page-1/#comment-4522 BIG Kahuna Tue, 23 Jun 2009 22:16:47 +0000 http://www.brandidentityguru.com/wordpress/?p=1259#comment-4522 ah, for their trucks maybe. What about all the cars they sell? And a tagline does not make a brand identity. Again, if you went out and asked 100 average Americans what Ford meant to them I think you'd get 75 different responses. Ask someone what Volvo means to them and see the difference (and Ford owns Volvo). ah, for their trucks maybe. What about all the cars they sell? And a tagline does not make a brand identity. Again, if you went out and asked 100 average Americans what Ford meant to them I think you’d get 75 different responses. Ask someone what Volvo means to them and see the difference (and Ford owns Volvo).

]]> By: Mike Buddy http://www.brandidentityguru.com/wordpress/2009/06/23/the-american-auto-industry-still-doesnt-understand-branding/comment-page-1/#comment-4520 Mike Buddy Tue, 23 Jun 2009 14:27:31 +0000 http://www.brandidentityguru.com/wordpress/?p=1259#comment-4520 What about "Built Ford Tough"? It's one of the most widely recognized branding statements in the world. What about “Built Ford Tough”? It’s one of the most widely recognized branding statements in the world.

]]> By: Dave http://www.brandidentityguru.com/wordpress/2009/06/23/the-american-auto-industry-still-doesnt-understand-branding/comment-page-1/#comment-4519 Dave Tue, 23 Jun 2009 13:58:48 +0000 http://www.brandidentityguru.com/wordpress/?p=1259#comment-4519 I agree with most of what you say whole heartedly, but the position of the green car brand is certainly open. Imagine if, for a second the Prius looked like a Miata, or if the Tesla was priced like the Prius. A green car with better mileage has not really taken hold yet because one does not exist that is both super sexy and affordable. The iPhone was not the first smart phone, but it was the sexiest and attainable by everyone. The same dynamic is at play here. If Ford had a hybrid that looked like the Tesla or the Fisker and was priced like the Focus, they would have something to position themselves with. I agree with most of what you say whole heartedly, but the position of the green car brand is certainly open. Imagine if, for a second the Prius looked like a Miata, or if the Tesla was priced like the Prius. A green car with better mileage has not really taken hold yet because one does not exist that is both super sexy and affordable.

The iPhone was not the first smart phone, but it was the sexiest and attainable by everyone. The same dynamic is at play here. If Ford had a hybrid that looked like the Tesla or the Fisker and was priced like the Focus, they would have something to position themselves with.

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