Jul 8, 2009 9
Brand Capital and How Not to Spend It
Over the last decade I’ve noticed an increasing number of brands willing to cash in on their previously unimpeachable images in the chase for bigger margins.
Sloppy strategies and even sloppier products have dealt manifold blows to companies like Mercedes-Benz (1st gen. A-Class, R-Class and Maybach), Porsche (Cayenne) and BMW (X6, X5 & 6Ms and 5 Series GT). For now, these brands can manage it. Decades of superb, focussed products have established strong brand perceptions that will take a few cheap hits (although I’d argue that Mercedes is really starting to try the patience of even the mainstream car nut with products like the new E-Class).
There are other brands, however, that can’t afford to play so loose and free with their brand capital and Aston Martin is a prime example. Read the rest of this entry »