Branding expert Al Ries explains that brands stand for categories.
What’s a Chevrolet? It’s a large, small, cheap, expensive, car or truck. The brand stands for absolutely nothing.
Here are some categories and the brands that dominate them.
- Safe car: Volvo
- Car that’s fun to drive: BMW
- Sports car: Porsche
- Cheap car: Hyundai
- Reliable car: Toyota
- Luxury car: Lexus
- Prestige car: Mercedes Benz