Successful companies are ones that have a consistent market position and image in the eyes of their customers. Brands live and die by their image, and the car industry is one that has examples of both strong and weak brand images. What is the first car manufacturer that comes to mind when you think of a luxury car, a sports car, and a low-cost car? I think of Lexus, Porsche, and Kia, respectively. Each of these companies is successful in creating a brand image in your mind.rnNow think of what the brand image of Ford, GM, or Chevrolet is. In my mind they are domestic cars, which doesn't give me a clear image as to what the experience of driving one of them would be like, except possibly not as refined as the import. The truth is that they try to be a bit of everything but aren't the leader of any brand image.
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