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Discussion Starter · #1 ·
There's been a really interesting thread going on on the VW Phateon that raises some valid points about product and brand. I've done some brand exercises (non-automotive) and there are certain questions an organization goes through to help it define its brand.

I thought it might be interesting to see how people percieve the six GM brands based on a couple of these questions. Reading various threads, there seems to be some range in perception - something GM has to deal with when it does this for real.

So, here's my "branding quiz":

1. Which division?:

2. Name this division's main competitors in the marketplace:

3. What charateristics make this division different than its competitors?:

4. Name a least one and up to three iconic cars from this division's past or present. These should best typify who the division is (or should be):

5. If the division were a person, name the adjectives that would best describe their personality:

These five questions are in no way definitive - a true branding exercise would be far, far more comprehensive. It's more of a litmus test to see how we all think of the various GM divisions.

I'll go first:

1. Which division?: Pontiac

2. Name this division's main competitors in the marketplace: Nissan, Mazda, Subaru, Dodge, Ford and, ironically, Chevy

3. What charateristics make this division different than its competitors?: The best Pontiacs have a kind of aggresive sophistication - very American and very male - yet capable of sophiticated performance. Sort of like an educated professional with blue collar roots who is as at home in the boardroom and beerhall.

4. Name a least one and up to three iconic cars from this division's past or present. These should best typify who the division is (or should be): 1965 GTO, 1970 Firebird, 1965 -1967 2+2.

5. If the division were a person, name the adjectives that would best describe their personality: lean, athletic, strong, down-to-earth, smart, capable, worldly.

Anyone else want to take a shot?
 

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Discussion Starter · #5 ·
Originally posted by mgescuro@Feb 24 2004, 01:50 PM
1) Cadillac
2) BMW, Mercedes, Audi, Lexus, Infiniti
3) The ability to stand out in a crowd A renewed and continuing drive to push the envelope. Performance that meets or exceeds the competiton. GLobal performance in a distinctly American package.
4) The V16. The El Dorado.
5) High-income, trendy, risky, athletic, all in an Armani suit.

1) SAAB
2) Volvo, BMW, Audi
3) An alternative to the mainstream. Competent performance and decent efficiency in a non-traditional package.
4) 900, Sonnet, Viggen
5) Outgoing, active, bucks trends, medium-high income, comfortable in either a sports bar or trendy club/bar.
You guys are coming up with some interesting stuff! This one in particular points out (intentionally or not) the overlap that can exist between GM corporate brands.

Both SAAB and Cadillac have BMW and Audi listed as competitors. So, in going after similar competitors, sticking to the brand identities outlined would be key in insuring SAAB and Cadillac don't end up competing with each other.

GM has sometimes had a really hard time doing this as each division chases volume, though. A key challenge to overcome.
 
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