MKTCB574_Comp2_Mod4_Reflection.doc Comp 2/Module 4 - Reflection University of Phoenix MKTCB/574: Marketing Social, Mobile, And Analytics Comp 2/Module 4 “ Reflection General Motors owns several brands including GM
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MKTCB574_Comp2_Mod4_Reflection.doc Comp 2/Module 4 - Reflection University of Phoenix MKTCB/574: Marketing Social, Mobile, And Analytics Comp 2/Module 4 “ Reflection General Motors owns several brands including GMC which specializes in large utility vehicles such as trucks as SUVs. The GMC Sierra truck represents the flagship of their product line under the GMC brand. GMC has a considerable amount of brand equity which led to my back to back purchasing of both a GMC Sierra truck and recently a GMC Acadia SUV for my spouse. The brand equity is built by brand awareness, brand loyalty, perceived quality, brand association, and brand assets. Brand Awareness GMC is a very well-known brand among consumers, especially within US consumers considering larger utility vehicles. The GMC brand has nearly the same recognizability as major automakers Ford or Chevrolet. This increases consumers™ ability to recognize the GMC Sierra although the Sierra itself does not have quite the same awareness as Ford™s F-150 or Chevrolet™s Silverado. Recognition of the GMC brand gives it just as much credibility. Brand Loyalty Major brands such as Ford and Chevrolet have significant brand loyalty. Although, there are plenty of challenges associated with them. The major brands also have nearly as many sceptics of their brand as they do loyal consumers. GMC does not have quite the same level of brand loyalty in sheer numbers but also does not have the large sceptic base spreading negative perceptions. The consumers that are loy. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . .. .. . . . . . . . . . . . . . . . . . .. . . . .
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