Happy Friday BRAND Insiders! Here are the top five branding news of the week! As always share your comments and let us know what would you guys want to see in future episodes.
Honda, Acura Are Best at Holding Value – via Insideline
LONDON WATCH: Adidas Pairs Up and Comers With Celebs in London Olympic Campaign – via Brandchannel Hub
Commentary: The Best Marketing Tool is Also One of the Least Used – via Beneath the Brand
Kraft Personally Thanks 4,632 Facebook Fans in ‘Likeapella’ Music Video Another fun stunt by CP+B for Mac & Cheese – via AdWeek
LONDON WATCH: What does Ralph Lauren hope to get out of its Olympics partnership? – via Luxury Daily
Across the automotive industry, owners reported an average of 132 problems per 100 vehicles they had owned for three years, 13 percent fewer than the year before. The number had dropped steadily since the 2007 study, when the industry average was 216 problems per 100.
Why does it matter?
The Vehicle Dependability Study is used extensively by vehicle manufacturers worldwide to help design and build better vehicles—which typically translates to higher resale values and higher customer loyalty. It also helps consumers make more-informed choices for both new and used vehicle purchases.
How was the ranking measured?
JD Power & Associates surveyed more than 31,000 U.S. owners of 2009 model-year vehicles. Those are vehicles sold in the quarter immediately following the September 2008 failure of investment bank Lehman Brothers which was the trigger point of the collapse that saw Chrysler and General Motors file for bankruptcy as industry sales plunge to 27-year lows.
Of 32 brands measured in the latest study, 25 improved vehicle dependability from the year before, one stayed even and six lost ground.
Lexus rose to No. 1 from the fourth spot last year. The brand ranked as the industry’s most dependable marquee for 14 years until 2009, when Buick and Jaguar tied for No. 1. Porsche and Lincoln have taken top honors since then.
The top 10 in the latest study was rounded out by Mercedes-Benz, three other Detroit 3 brands — Lincoln, Ford and Buick — and Korean automaker Hyundai. Acura and Honda were the only others to finish above the industry average of 132.
Acura plans to become more active in the young professionals market with the launch of a sportier, more youthful 2012 Acura TSX Special Edition. BRAND Insider got an up close and personal look at the new TSX. In this webisode, Acura spokesperson Allison Sobkowski, walks us around the Special Edition and highlights the vehicles key features.
Acura, competing more in the Youthful Market-2012 TSX in spotlight.
Acura is banking on increasing their market share in the youthful market from automakers like Audi, Scion, and Volkswagen, by introducing the 2012 TSX Special Edition. This Entry Premium Market model extension of the TSX is designed to target and appeal to young college professionals who have been loyal to the Acura brand or looking to step up to the luxury brand. These customers are called image seekers, consumers that will appreciate the styling and performance of the vehicle while addressing their need to identify with their growing personal and professional success.
With the target audience in mind, the 2012 TSX Special Edition has been designed to appeal to young professionals from the inside out. The Special Edition Package includes a new bumper fascia, unique side sills, an exclusive “Special Edition” badge on the trunk lid and 17.5 inch alloy wheels.
Not only will the TSX SE look youthful, it will run with added zeal on the road as well. Acura has installed a 2.4 liter 4 cylinder engine with either a close ratio 6 speed manual or the Sequential SportShift 5-speed automatic transmission.
Inside, the TSX Special Edition has a very sporty look. The seats are perforated with Black Lux Suede® inserts with Red backing and unique red stitching used around the interior, combined with red lighting cues for the instrument cluster gauges, overhead and foot-well areas.
Recap: With a sporty interior, powerful yet fuel efficient engine, an aggressive exterior, and an affordable entry level luxury segment price, Acura is looking to attract the next generation of luxury oriented young professional, to the brand.
Through the Eyes of a Marketer 