COMPENSATION DISCLOSURE: Let's state the obvious. We make money (affiliate commissions, product sales, advertising revenue, et cetera) from products mentioned. EARNINGS DISCLAIMER: There are no guarantees in life. You could actually lose money in business. IMPORTANT! Continued use of this website requires your explicit consent to our Privacy Policy and Terms and Conditions below.

Category First –Brand Second

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

This site makes use of cookies which may contain tracking information about visitors. By continuing to browse this site you agree to our use of cookies.