Crap, we've been one-upped by Hyundai! (Literally)

ConceptVBS

Actually, you can. How? Because people already have a lower expectations from Hyundai. So if they go into a race with them, and they beat you, they will brag, "You got beat by a Hyundai". They will actually be even more proud that they own a Hyundai.

Counter intuitive to your logic no?

See how that turn out?

This is the "problem" with Hyundai: Their products are better than their brand. Think about it. People who are conscious about brands are those in the baby boomer years. Gen X, and Y dont have as much brand consciousness as the baby boomers do. Meaning, they are less loyal to one particular brand.

Essentially, branding is just an intangible "asset" of a product. It's just something that adds whats called "value added" goods to a product. Its nothing more than that.

In Toyota's case, their brand is better than their products