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Encyclopedia > Marque

A marque (French for "brand" and pronounced as "mark") is a brand name, most commonly used for automobile brands. For example, Chevrolet is the marque for the Corvette model of sports car. A company may operate a single marque, or many—General Motors has used more than a dozen in the US market alone. This article is about the concept in marketing. ... A small variety of cars, the most popular kind of automobile. ... Chevrolet, or Chevy, is a brand of automobile, now part of the General Motors group. ... C5 Chevrolet Corvette Z06 at the Memphis Motor Speedway, 2004 The Chevrolet Corvette is a sports car first manufactured by Chevrolet in 1953 and is built today exclusively at a General Motors assembly plant in Bowling Green, Kentucky. ... A model is a substitute for or an abstraction of a specific thing. ... Honda NSX sports car TVR Tuscan sports car New style 2005 Ford Mustang Ruf RGT Vector W8 A sports car is a type of automobile designed for sporting performance. ... General Motors Corporation (NYSE: GM), also known as GM, is a United States-based automobile maker with worldwide operations and brands including Buick, Cadillac, Chevrolet, Daewoo, GMC, Holden, Hummer, Opel, Pontiac, Saturn, Saab, and Vauxhall. ...


Note that, although make is sometimes synonymous with marque, maker refers to the manufacturer of a vehicle, not the marked brand name. For example, Dodge could be said to be the marque and make of a Dodge Dart, but the maker was Chrysler Corporation. Dodge is a brand name of automobiles and light- to heavy-duty trucks, marketed by the Chrysler Corporation from 1928 to the present. ... The Dodge Dart was a brand of automobile built by the Dodge Motors Division of the Chrysler Corporation, then headquartered in Highland Park, Michigan. ... The Chrysler Corporation is a United States-based automobile manufacturer, which merged in 1998 with Daimler-Benz to become DaimlerChrysler. ...

Contents


Differentiation

There are huge economies of scale in the automobile industry. A larger company can develop and produce vehicles much more economically than a smaller concern. Product development, in particular, benefits from these economies; research and development costs can be spread out further and contribute less to the cost of a vehicle. These savings can be passed on to the purchaser, or increase the product margin of the manufacturer. ...


Because of these economies, the industry has a long history of consolidation. As a result, only a few companies worldwide produce cars in any great number. However, the number of marques has not reduced to anywhere near this degree. The reason is that automobiles are not purchased solely for utility; they are as much an article of fashion as clothing. Manufacturers therefore maintain marques (brands of automobile) even after consolidation to serve differing segments of the market. While individual car models come and go, and even model names change over time, the marque remains constant. Manufacturers try to give each marque a distinct image and message; success or failure depends on how successfully this is done and how well it corresponds to customer desires.


Marque differentiation does, however, fight against the manufacturer's desire for those economies of scale. A successful balance must be maintained between the desire for commonality with the economy it brings, and the differentiation necessary for customers to perceive difference between marques. At the extreme, the only difference between two marques from the same manufacturer is the name placed on it; marque differentiation in only surface cosmetic detail is known, somewhat pejoritively as badge engineering. Sometimes, such practices erode brand equity severely, while in other cases, the brands are strong enough that consumers do not distinguish a similarity. Badge engineering is a term that describes the rebadging of one model of car as another. ... Brand equity is the value built-up in a brand. ...


Marques have also often developed halo vehicles—specialized desirable vehicles which they hope will cast a positive image on the marque as a whole. The Chevrolet Corvette is an excellent example. Occasionally, manufacturers have created single vehicle marques for special vehicles. A Halo vehicle in automobile marketing is one designed and marketed to promote sales of other vehicles within a marque. ... C5 Chevrolet Corvette Z06 at the Memphis Motor Speedway, 2004 The Chevrolet Corvette is a sports car first manufactured by Chevrolet in 1953 and is built today exclusively at a General Motors assembly plant in Bowling Green, Kentucky. ... Automobile manufacturers generally attempt to have a family of vehicles sold under a single marque. ...


Failure

One extreme case of this problem came with Mazda's launch of four different sales channels in the Japan market in the early 1990s. They hoped to capitalize on the Japanese car consumer's desire for differentiated vehicles, by selling the same few vehicles under five or more model and marque combinations. There were no fewer than 27 different versions of the Mazda Capella alone. This caused consumer confusion, and it hurt the brand, because resources (and consumer attention) was spread too thin. Mazda Millenia luxury sedan. ... // Events and trends The 1990s are generally classified as having moved slightly away from the more conservative 1980s, but otherwise retaining the same mindset. ... Capella is the Japanese domestic market name for Mazdas midsize family car; larger than the Familia/323 but smaller than the Luce/929. ...


A Marque will often fail when consumers do not understand the distinction of the specific marque. Chrysler Corporation's Plymouth division and General Motors' Oldsmobile are recent examples of marques that failed when they lost their central message with consumers. The Chrysler Corporation is a United States-based automobile manufacturer, which merged in 1998 with Daimler-Benz to become DaimlerChrysler. ... Plymouth was a brand of automobile based in the United States, marketed by the Chrysler Corporation from 1928 to 2001. ... General Motors Corporation (NYSE: GM), also known as GM, is a United States-based automobile maker with worldwide operations and brands including Buick, Cadillac, Chevrolet, Daewoo, GMC, Holden, Hummer, Opel, Pontiac, Saturn, Saab, and Vauxhall. ... Oldsmobile (or Olds) was a brand of automobile produced in the United States from 1897 to 2004. ...


Success

The American launch of the Acura, Lexus, and Infiniti marques was more successful. In these cases, the Japanese parent companies felt that it would be difficult to move up-market (where vehicles are sold with higher profit margins) under their original names (Honda, Toyota, and Nissan respectively). All three luxury marques are now very successful and profitable; Toyota's Lexus brand is exemplary. The company plans to use the marque globally in the coming decade. Acura is a brand name used by Honda in the US, Canada, and Hong Kong since March 1986 to market luxury automobiles. ... Lexus is a brand name used by the Toyota Motor Corporation in North America, The Middle East, Europe, Australia, New Zealand, and soon, Japan, for luxury automobiles. ... Infiniti is Japanese Nissan Motors luxury automobile brand in the United States, Canadian, Middle Eastern, South Korean and Taiwanese markets. ... Upmarket products are goods targeted at high-income consumers. ... Profit margin is a measure of profitability. ... Honda Motor Co. ... Toyota redirects here. ... Nissan Motor Co. ...


Brand equity

Each year, BusinessWeek publishes its 100 Best Global Brands study, ranking the financial value of brands. Following are the automobile marques, ranked by this study for 2005. BusinessWeek is a business magazine published by McGraw-Hill. ... BusinessWeek and Interbrand publish an annual study of the 100 Best Global Brands, valuing a brand in terms of financial value. ... Brand equity is the value built-up in a brand. ... 2005 is a common year starting on Saturday of the Gregorian calendar and is the current year. ...

Rank Brand Brand value
(US$million)
Annual change
(%)
Country of origin Product segment
9 Toyota 24837 0.1 Japan Automotive
11 Mercedes 20006 -0.06 Germany Automotive
16 BMW 17126 0.08 Germany Automotive
19 Honda 15788 0.06 Japan Automotive
22 Ford 13159 -0.09 US Automotive
56 Volkswagen 5617 -0.12 Germany Automotive
76 Porsche 3777 0.04 Germany Automotive
79 Audi 3686 0.12 Germany Automotive
84 Hyundai 3480 New Republic of Korea Automotive
85 Nissan 3203 0.13 Japan Automotive

The United States dollar is the official currency of the United States. ... Toyota redirects here. ... Car redirects here. ... The word Mercedes can refer to a number of things: A brand of automobiles and trucks: Mercedes-Benz, brand of automobiles and trucks from the German automobile manufacturer DaimlerChrysler A number of places: Mercedes, Buenos Aires province, Argentina Mercedes, Eastern Samar, Philippines Mercedes, Texas, United States Mercedes, Soriano department, Uruguay... Car redirects here. ... The BMW logo is a circle (known as a roundel) divided into quadrants of alternating white and light blue color. ... Car redirects here. ... Honda Motor Co. ... Car redirects here. ... Ford may mean a number of things: A ford is a river crossing. ... Wikiquote has a collection of quotations by or about: United States Wikinews has news related to this article: United States United States government CIA World Factbook Entry for United States House. ... Car redirects here. ... Volkswagen (VW) is an automobile manufacturer based in Wolfsburg, Germany. ... Car redirects here. ... Porsche - Wikipedia, the free encyclopedia /**/ @import /skins-1. ... Car redirects here. ... Press photograph of the newly merged Audi NSU range, 1969. ... Car redirects here. ... The Hyundai Group (pronounced: Hyun-dae, meaning modern in Korean), founded by Chung Ju-yung in 1947 as a construction company, was once South Koreas biggest conglomerate (chaebol). ... Car redirects here. ... Nissan Motor Co. ... Car redirects here. ...

See also


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