Edward Hopper Hotel Lobby

Edward Hopper Hotel LobbyEdward Hopper Girlie ShowEdward Hopper Early Sunday MorningJuan Gris The Guitar
Imagine if you and I took the latest, never-seen-before, $100,000 BMW coupe and we re-branded it as a Hyundai for its launch into the market place. Not only do we re-brand it as a Hyundai but we also reduce the price by forty brand. Of course we can’t say for sure what would happen, but I’ll take an educated guess and let me know if you concur…
1. Most ‘BMW shoppers’ won’t even consider the new ‘Hyundai’ product - even if it comes highly recommended. They will let their feelings get in the way of the facts; the fact that it’s actually a BMW in every way except for the badge on the front. Their bias against ‘less prestigious’ brands won’t allow them to percent, so now we have a $100,000 BMW selling for $60,000 in Hyundai clothing - so to speak. So the exact same (motor, technology, interior, exterior, performance, quality) which would have sold strongly as an expensive BMW is now being offered to the same potential buyers at just over half the price - as a less prestigious and less desirable