Kamis, 06 Mei 2010

Tales of the Touareg and other adventures in branding

 
Youre not see the Volkswagen Club winners at Daytona or Indianapolis. But if the competition called Brand-Building 500, there would be a Volkswagen in the winners circle, year after year to find. Everyone knows the basics of branding to create value, consistency, transparency and fairness. However, as auto racing, these fundamentals easy to talk about, but a bit 'more difficult to conduct. Almost anyone can drive a car around a track. But always win against fierce competition in a variety of locations and conditions requires great skill.

Few companies are slightly higher than that of the Volkswagen customer loyalty. Owners invested emotionally in their cars, invent pet names for them and treat them like extended family members. In addition to towing vehicles, the company has many other admirers, fans of the brand. Their irreverent image and clever television advertising campaigns said today the young buyers with a message thats in line with the previous one to sell Bugs to their parents 30 years ago. If youre a hip sort of free spirit who wants a car with personality, come to us. Among marketers, the company's legendary powers of promotion:

The last original VW Bug, forerunner of today's modernized Beetle, rolled of the production line in 2003, the last of 21,529,464 sold worldwide since 1930. In addition to dozens of published books restoration and repair bugs, several collections of popular VW print ads.

A glass factory in Dresden, Germany glass walls that allow residents to attend the production of VW-luxury sedan. vehicles ended up in a tower of glass before they are made available to their new owners.

1973-1974, the company sold 30,000 VW things that a re-badged German military vehicles, which looks like the offspring of a jeep and a dumpster for enthusiastic buyers in the United States.

In fact, even if Europe's largest automaker Volkswagen has managed to establish a sort of exclusive club for young drivers and well trained. Many of these buyers start with a Jetta or a Beetle before the company offers the most luxurious.

And now comes the Touareg, VW market entry luxury SUV. Touareg is apparently a first-class SUV with what he calls "style" USA Today, grace and growl. But the Touareg? Come on. Passat is a funny name, Touareg, but it sounds like something that needs Calamine lotion.

Worship me or die

Perhaps Touareg has a poetic sense in Slovakia, where it was built. Perhaps the industry simply run out of good car names. Should be a good bet if you looked through enough sci-fi novels, which occurs a bad warlord Touareg called the Terrible, to enslave a galaxy or kidnap a beautiful empress. What then? Ming Mercury? Plymouth Vader? On the other hand, worship Me or Die! Campaign for the Touareg would be a refreshing change from the friendlies, commercials, self-Beetle.

On the positive side, it's a pretty safe bet that does not mean Touareg, usually go in Spanish and cares offend Wiccans, Jaycees or nomads of the Sahara, the vehicle must be named. But VW could be obtained by calling the Type 181, what was the matter will be called during his regular military service. Volkswagen Perhaps she thought that all good, local names, were strong as Tahoe and the Santa Fe did. The Peoria VW or Levittowners just wouldnt have the same cache.

Similarly, many of the good names are already taken predator. Some of the most mythical creatures, such as Thunderbird and Phoenix are also spoken. Few people would be willing to take a loan of 60 months for a Grackle GMC, Mitsubishi and Toyota Gerbil Trout.

Perhaps manufacturers to brand partnerships with sponsors, as did some sports and entertainment venues. The introduction of Nissan Nike or Plymouth Viagra should not cause more of a stir at this point. With fashion brands such as Vitara, Spectra, Optima and Elantra and more often, one would assume that there were worse plates. In a few years could be taken and all the good brands to start well in order to resolve the names of second-tier automotive, see:

15: Vanilla Volvo
14.Nissan Eeyore
13 Oldsmobile Earlybird
12.Lincoln Pimpmobile
11 Chevrolet groin
10.Kia uvula
Pontiac ninth Schmontiac
8th BMW Strudel
Seventh Subaru Musty
6.Honda Pretense
Fifth Isuzu Achoo
Fourth VW Vin Diesel
Third Mercury Mongrel
According to Plymouth testicles
Before Hyundai Albundai (for drivers who are married with children)

Another possibility is that the manufacturers for the success of celebrities who have already built trade Winning Brands. I expect the Cadillac Sinatra would be popular with both older and younger buyers fans of the legendary singer. Beyonce would be the Mazda slim, fun to drive, has a great sound system and integrated a celebrity. And its hard to imagine a limited edition Elvis and Earnhardt would not drive a recovery in sales in the south.

Passat? God bless you!

Elvis and evil warlords considerations aside, is the brand bottom line, no matter whether Touareg is a winning strategy sub-branding. Although some VW models names that sound like a sneeze or a rash, buyers seem to focus on the magic of the brand.

Mere mortals should assume that the marketing positioning of VW, advertising and public relations for the Touareg is the target formula. The vehicle will probably be followed by his own cult Garner Touareg and clubs, meetings and web pages. But not because of the name. Its because the company constantly required for the development of awareness, recognition and loyalty that went beyond building a premium brand. After all, every company that is buying the car I buy has got? VW to buy? won the checkered flag.

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