Quote:
Originally Posted by Toto
So you call a carmaker with two hideously outdated, mediocre and overpriced cars a premium brand and say I am blind because of my German pride? Okay.  |
A premium brand is a brand that, when added to a product, allows for a premium to be realized. Rolls-Royce, Jaguar or Aston Martin are clearly premium brands, because they charged a lot of premium on hideously outdated and mediocre cars, and people bought them. There is no such thing as "overpriced" - as long as people are willing to pay the price, the price is just right. There is just the question whether it covers the economic cost of product.
Now, Saab's resilience and ability to effectively market products not really excelling at anything else but bearing the griffin speaks volumes about the brand - people just want Saabs, and are ready to pay more for them. It's called brand equity, and Saab's got a lot of it.