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December 28, 2005

Grow your brand one step at a time

VW Phaeton Factory TourThis photo tour of the Volkswagen Phaeton plant is really impressive.

Equally impressive is how dead-on right the prediction of, um, everybody, was that putting out a $70,000 - $100,000 car with a Volkswagen badge would fail.

Branding counts. By many accounts the Phaeton is a great car. I wouldn’t mind driving one myself. But it was just too far outside the Volkswagen brand, and in November Volkswagen admitted it.

Brands like Honda, Audi, and others have successfully moved upscale, but one step at a time. It is hard to do it in a single leap.

Posted by Bob Pritchett at December 28, 2005 06:44 AM

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Interesting. Since your company has been making an effort to move into the high end (not sure how "upscale" it is) Bible scholars market, would you mind elaborating the steps you're taking to broaden the scope of your own brand? What challenges are you facing? How successful have your efforts been?

Posted by: GCO3 at December 28, 2005 08:42 AM

I couldn't agree more. VW and Co. own so many brands that they can position with great effect in the market, but they end up competing with themselves and making the mistake you outline here.

Posted by: Glen Bryant at January 3, 2006 03:20 PM

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