A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business , marketing , and advertising for recognition and, importantly, to create and store value as brand equity for the object identified, to the benefit of the brand's customers, its owners and shareholders . Brand names are sometimes distinguished from generic or store brands .
188-509: Oldsmobile (formally the Oldsmobile Division of General Motors ) was a brand of American automobiles , produced for most of its existence by General Motors . Originally established as "Olds Motor Vehicle Company" by Ransom E. Olds in 1897, it produced over 35 million vehicles, including at least 14 million built at its Lansing, Michigan , factory alone. During its time as a division of General Motors, Oldsmobile slotted into
376-468: A company or products from competitors, aiming to create a lasting impression in the minds of customers . The key components that form a brand's toolbox include a brand's identity, personality, product design , brand communication (such as by logos and trademarks ), brand awareness , brand loyalty , and various branding ( brand management ) strategies. Many companies believe that there is often little to differentiate between several types of products in
564-623: A rebadged variant of the Saab 9-3 and was offered in both sedan and station wagon configurations. In 2005, the Cadillac STS was introduced as the successor to the Cadillac Seville , which beginning in 1988 was available as an upscale performance-oriented STS (for Seville touring sedan) version, and comfort-oriented SLS (for Seville luxury sedan). The following year, STS received Cadillac's then-new Northstar System , including
752-439: A target audience . Marketers tend to treat brands as more than the difference between the actual cost of a product and its selling price; rather brands represent the sum of all valuable qualities of a product to the consumer and are often treated as the total investment in brand building activities including marketing communications. Consumers may look on branding as an aspect of products or services, as it often serves to denote
940-469: A titulus pictus . The inscription typically specified information such as place of origin, destination, type of product and occasionally quality claims or the name of the manufacturer. Roman marks or inscriptions were applied to a very wide variety of goods, including, pots, ceramics, amphorae (storage/shipping containers) and on factory-produced oil-lamps. Carbonized loaves of bread , found at Herculaneum , indicate that some bakers stamped their bread with
1128-548: A " guinea pig " for testing new technology, with Oldsmobile offering the Toronado Trofeo , which included a visual instrument system with a calendar, datebook, climate controls and several prototypes built in conjunction with Avis with an early satellite-based navigation system. For 1995, Oldsmobile introduced the Aurora , which would be the inspiration for the design of its cars from the mid-1990s onward. The introduction of
1316-647: A 1977 feature only (although they would re-appear in 1987). Coupe de Ville's popular "Cabriolet" option, priced at $ 348, included a rear-half padded vinyl roof covering and opera lamps. An optional electronic fuel-injected version of the standard 7.0-liter powerplant, adding 15 horsepower (11 kW), was available for an additional $ 647. Sales figures were 138,750 Coupe de Villes and 95,421 Sedan de Villes for an all-time sales record of 234,171 DeVilles sold. With these downsizings, fuel economy and handling improved. In 1979, Cadillac's flagship Eldorado coupe would downsize. The 1980s saw further downsizing of many models including
1504-409: A 60 hp (45 kW) 707 CID (11.6 L) T-head straight-six engine, Bosch Magneto starter, running boards and room for five. Options included a speedometer, clock, and a full glass windshield. A limousine version was priced at $ 5,800 ($ 189,660 in 2023 dollars ). While Oldsmobile only sold 725 Limiteds in its three years of production, the car is best remembered for winning a race against
1692-636: A brand may recognize that advertising touchpoints are most effective during the pre-purchase experience stage therefore they may target their advertisements to new customers rather than to existing customers. Overall, a brand has the ability to strengthen brand equity by using IMC branding communications through touchpoints. Brand communication is important in ensuring brand success in the business world and refers to how businesses transmit their brand messages, characteristics and attributes to their consumers . One method of brand communication that companies can exploit involves electronic word-of-mouth (eWOM). eWOM
1880-400: A brand may showcase its primary attribute as environmental friendliness. However, a brand's attributes alone are not enough to persuade a customer into purchasing the product. These attributes must be communicated through benefits , which are more emotional translations. If a brand's attribute is being environmentally friendly, customers will receive the benefit of feeling that they are helping
2068-403: A brand name is a "memory heuristic": a convenient way to remember preferred product choices. A brand name is not to be confused with a trademark which refers to the brand name or part of a brand that is legally protected. For example, Coca-Cola not only protects the brand name, Coca-Cola , but also protects the distinctive Spencerian script and the contoured shape of the bottle. Brand identity
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#17327834237702256-463: A brand with consumers. For example, a jingle or background music can have a positive effect on brand recognition, purchasing behaviour and brand recall. Therefore, when looking to communicate a brand with chosen consumers, companies should investigate a channel of communication that is most suitable for their short-term and long-term aims and should choose a method of communication that is most likely to reach their target consumers. The match-up between
2444-478: A brand, the more they trusted the brand. This suggests that a company could look to employ a social-media campaign to gain consumer trust and loyalty as well as in the pursuit of communicating brand messages. McKee (2014) also looked into brand communication and states that when communicating a brand, a company should look to simplify its message as this will lead to more value being portrayed as well as an increased chance of target consumers recalling and recognizing
2632-518: A broad range of goods. In 1266, makers' marks on bread became compulsory in England. The Italians used brands in the form of watermarks on paper in the 13th century. Blind stamps , hallmarks , and silver-makers' marks —all types of brand—became widely used across Europe during this period. Hallmarks, although known from the 4th-century, especially in Byzantium, only came into general use during
2820-442: A broader range of packaging and goods offered for sale including oil , wine , cosmetics , and fish sauce and, in the 21st century, extends even further into services (such as legal , financial and medical ), political parties and people 's stage names. In the modern era, the concept of branding has expanded to include deployment by a manager of the marketing and communication techniques and tools that help to distinguish
3008-412: A category is differentiated from its competing brands, and thus the brand helps customers & potential customers understand which brand satisfies their needs. Thus, the brand offers the customer a short-cut to understanding the different product or service offerings that make up a particular category. Brand awareness is a key step in the customer's purchase decision process, since some kind of awareness
3196-417: A certain attractive quality or characteristic (see also brand promise). From the perspective of brand owners, branded products or services can command higher prices. Where two products resemble each other, but one of the products has no associated branding (such as a generic , store-branded product), potential purchasers may often select the more expensive branded product on the basis of the perceived quality of
3384-519: A committee—set up to decide whether the Cadillac brand would live on—to revoke that policy. After the policy was eliminated, brand sales increased by 70% in 1934, and Dreystadt was promoted to lead the entire Cadillac Division. By 1940, Cadillac sales had risen tenfold compared to 1934. In 1936, Dreystadt released the Series 60 as Cadillac's entry into the mid-priced vehicle market. It was replaced by
3572-400: A conventional clutch pedal, which the driver presses before selecting either "low" or "high" range. In "low," the car shifts between first and second gears. In "high," the car shifts among first, third and fourth gears. For the 1940 model, Oldsmobile was the first auto manufacturer to offer a fully automatic transmission , called the " Hydramatic ", which features four forward speeds. It has
3760-1021: A corporation hopes to accomplish, and to explain why customers should choose one brand over its competitors. Brand personality refers to "the set of human personality traits that are both applicable to and relevant for brands." Marketers and consumer researchers often argue that brands can be imbued with human-like characteristics which resonate with potential consumers. Such personality traits can assist marketers to create unique, brands that are differentiated from rival brands. Aaker conceptualized brand personality as consisting of five broad dimensions, namely: sincerity (down-to-earth, honest, wholesome, and cheerful), excitement (daring, spirited, imaginative, and up to date), competence (reliable, intelligent, and successful), sophistication (glamorous, upper class, charming), and ruggedness (outdoorsy and tough). Subsequent research studies have suggested that Aaker's dimensions of brand personality are relatively stable across different industries, market segments and over time. Much of
3948-472: A different stage in a customer's cognitive ability to address the brand in a given circumstance. Marketers typically identify two distinct types of brand awareness; namely brand recall (also known as unaided recall or occasionally spontaneous recall ) and brand recognition (also known as aided brand recall ). These types of awareness operate in entirely different ways with important implications for marketing strategy and advertising. Brand recognition
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#17327834237704136-414: A distinctive symbol burned into the animal's skin with a hot branding iron . If a person stole any of the cattle, anyone else who saw the symbol could deduce the actual owner. The term has been extended to mean a strategic personality for a product or company, so that "brand" now suggests the values and promises that a consumer may perceive and buy into. Over time, the practice of branding objects extended to
4324-471: A fin-top taillight (concave on the 98 models while convex on the 88 models). The 1959 models also offered several roof treatments, such as the pillared sedan with a fastback rear window and the Holiday SportSedan, which was a flat-roofed pillarless hardtop with wraparound front and rear glass. The 1959 models were marketed as "the linear look", and also featured a bar-graph speedometer which showed
4512-477: A gas pedal and a brake—no clutch pedal. The gear selector is on the steering column. Starting in 1941 and continuing through 1999, Oldsmobile used a two-digit model designation. As originally implemented, the first digit signifies the body size while the second represents the number of cylinders. Body sizes were 6, 7, 8, and 9, and straight six- and straight eight-cylinder engines were offered. Thus, Oldsmobiles were named " 66 " through " 98 ". Until January 1, 1942,
4700-462: A given category, when prompted with a brand name, a larger number of consumers are typically able to recognize it. Brand recognition is most successful when people can elicit recognition without being explicitly exposed to the company's name, but rather through visual signifiers like logos, slogans, and colors. For example, Disney successfully branded its particular script font (originally created for Walt Disney's "signature" logo ), which it used in
4888-435: A green indicator through 35 miles per hour (56 km/h), then changed to orange until 65 miles per hour (105 km/h), then was red above that until the highest speed read by the speedometer, 120 miles per hour (190 km/h). Power windows were available on the 98 models, as were two-speed electric windshield wipers with electrically powered windshield washers. The 88 still relied on vacuum-operated windshield wipers without
5076-508: A higher roofline, resulting in a vehicle that was more than nine inches shorter, four inches narrower, and half a ton lighter than the previous year, but with a larger trunk and more headroom and legroom. These were also the first DeVilles to be marketed without fender skirts over the rear wheels. The 500 in V8 (which produced 190 horsepower) was replaced for 1977 by a 180-horsepower 425 in V8 variant of similar design. The reduction in size and weight
5264-507: A low-involvement purchasing decision. Brand recognition is often the mode of brand awareness that operates in retail shopping environments. When presented with a product at the point-of-sale, or after viewing its visual packaging, consumers are able to recognize the brand and may be able to associate it with attributes or meanings acquired through exposure to promotion or word-of-mouth referrals. In contrast to brand recall, where few consumers are able to spontaneously recall brand names within
5452-511: A new GM bodystyle platform called the " GM B platform ", shared with Buick products. In 1929, as part of General Motors' companion make program , Oldsmobile introduced the higher standard Viking brand, marketed through the Oldsmobile dealer network. Viking was already discontinued at the end of the 1930 model year although an additional 353 cars were marketed as 1931 models. In the 1930s, Oldsmobile produced two body styles of automobile,
5640-610: A package of performance features introduced in mid-1992 that coupled variable valve timing , road sensing suspension, variable power steering and four-wheel disc brakes to the Division's high-output and high-torque Northstar engines. For 1992, the Seville was redesigned to better compete with luxury performance sedans from Europe and had adopted some styling cues from the 1988 Cadillac Voyage concept car. It also made Car and Driver magazine's Ten Best list that year. A year later,
5828-399: A receiver, it runs the risk of the receiver incorrectly interpreting the message. Therefore, a brand should use appropriate communication channels to positively "…affect how the psychological and physical aspects of a brand are perceived". In order for brands to effectively communicate to customers, marketers must "…consider all touch point |s, or sources of contact, that a customer has with
Oldsmobile - Misplaced Pages Continue
6016-720: A reliability test in 1908; this spawned the firm's slogan "Standard of the World". It won the trophy again in 1912 for incorporating electric starting and lighting in a production automobile. Cadillac was formed from the remnants of the Henry Ford Company . After a dispute between Henry Ford and his investors, Ford left the company along with several of his key partners in March 1902. Ford's financial backers William Murphy and Lemuel Bowen called in engineer Henry M. Leland of Leland & Faulconer Manufacturing Company to appraise
6204-414: A trademark from the late 1870s, with great success. Pears' soap , Campbell's soup , Coca-Cola , Juicy Fruit chewing gum and Aunt Jemima pancake mix were also among the first products to be "branded" in an effort to increase the consumer's familiarity with the product's merits. Other brands which date from that era, such as Ben's Original rice and Kellogg's breakfast cereal, furnish illustrations of
6392-407: A trademark in the form of a 'White Rabbit", which signified good luck and was particularly relevant to women, who were the primary purchasers. Details in the image show a white rabbit crushing herbs, and text includes advice to shoppers to look for the stone white rabbit in front of the maker's shop. In ancient Rome , a commercial brand or inscription applied to objects offered for sale was known as
6580-536: A unique 350-cubic-inch displacement V8. It was during the 1977 model year that demand exceeded production capacity for the Oldsmobile V8 and as a result, Oldsmobile began equipping most full-size Delta 88 models (those with Federal emissions specifications) with the Chevrolet 350 engine instead. Although it was widely debated whether there was a difference in quality or performance between the two engines, there
6768-400: A vertical bar. The tail of the car featured massive vertical chrome taillight housings. Two chrome stars were fitted to the trunklid. Ford styling consultant Alex Tremulis (designer of the 1948 Tucker sedan ) mocked the 1958 Oldsmobile by drawing cartoons of the car, and placing musical notes in the rear trim assembly. Another Detroit stylist employed by Ford bought a used 1958 Oldsmobile in
6956-509: A visual or verbal cue. For example, when looking to satisfy a category need such as a toilet paper, the customer would firstly be presented with multiple brands to choose from. Once the customer is visually or verbally faced with a brand, they may remember being introduced to it before. When given a cue, consumers able to retrieve the memory node associated with the brand exhibit brand recognition. Often, this form of brand awareness assists customers in choosing one brand over another when faced with
7144-500: A warmed-over 1942 model serving as the offering for 1946. Oldsmobile once again was a pioneer when, for the 1949 model, the Rocket engine was introduced, which used an overhead valve V8 design rather than the flathead " straight-eight " design which prevailed at the time. The overhead valve was originally exclusive to Buick as they invented the technology and offered it on all of their products. This engine produced far more power than
7332-422: A washer feature. 1959 Oldsmobiles were offered with "Autronic Eye" (a dashboard-mounted automatic headlight dimmer) as well as factory-installed air conditioning and power-operated front bench seat as available options. The 1959 body style was continued through the 1960 model year, but the fins were toned down for 1960 and the taillights were moved to the bottom of the fenders. Notable achievements for Oldsmobile in
7520-561: A water pool. Oldsmobile commissioned two prominent sculptures by noted sculptor Samuel Cashwan , who had previously served on the General Motors Styling Staff. The exterior Cashwan sculpture, titled Open Cage , previously located outside the Admin Building's primary entrance, was donated in 2006, to be placed at the entrance to the R.E. Olds Transportation Museum . The east wall of the penthouse featured
7708-490: A wraparound windshield, a trend that eventually all American makes would share at sometime between 1953 and 1964. New for 1954 on 98 coupes and convertibles (Starfire) would be front and rear "sweep cut" fender styling, which would not show up on a Chevrolet until 1956 and not until 1957 on a Pontiac. 1953 models changed to a 12 volt electrical system that made starting easier. In the 1950s the nomenclature changed again, and trim levels also received names that were then mated with
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7896-413: Is a brand's personality . Quite literally, one can easily describe a successful brand identity as if it were a person. This form of brand identity has proven to be the most advantageous in maintaining long-lasting relationships with consumers, as it gives them a sense of personal interaction with the brand Collectively, all four forms of brand identification help to deliver a powerful meaning behind what
8084-420: Is a collection of individual components, such as a name, a design, a set of images, a slogan, a vision, writing style, a particular font or a symbol etc. which sets the brand aside from others. For a company to exude a strong sense of brand identity, it must have an in-depth understanding of its target market, competitors and the surrounding business environment. Brand identity includes both the core identity and
8272-403: Is a fundamental asset to a brand's equity , the worth of a brand's identity would become obsolete without ongoing brand communication. Integrated marketing communications (IMC) relates to how a brand transmits a clear consistent message to its stakeholders . Five key components comprise IMC: The effectiveness of a brand's communication is determined by how accurately the customer perceives
8460-433: Is a management technique that ascribes a monetary value to a brand. The word brand , originally meaning a burning piece of wood, comes from a Middle English brand , meaning "torch", from an Old English brand . It became to also mean the mark from burning with a branding iron. Branding and labeling have an ancient history. Branding probably began with the practice of branding livestock to deter theft. Images of
8648-469: Is a precondition to purchasing. That is, customers will not consider a brand if they are not aware of it. Brand awareness is a key component in understanding the effectiveness both of a brand's identity and of its communication methods. Successful brands are those that consistently generate a high level of brand awareness, as this can be the pivotal factor in securing customer transactions. Various forms of brand awareness can be identified. Each form reflects
8836-410: Is a relatively new approach [Phelps et al., 2004] identified to communicate with consumers. One popular method of eWOM involves social networking sites (SNSs) such as Twitter . A study found that consumers classed their relationship with a brand as closer if that brand was active on a specific social media site (Twitter). Research further found that the more consumers "retweeted" and communicated with
9024-442: Is one of the initial phases of brand awareness and validates whether or not a customer remembers being pre-exposed to the brand. Brand recognition (also known as aided brand recall ) refers to consumers' ability to correctly differentiate a brand when they come into contact with it. This does not necessarily require consumers to identify or recall the brand name. When customers experience brand recognition, they are triggered by either
9212-406: Is stronger than brand recognition, as the brand must be firmly cemented in the consumer's memory to enable unassisted remembrance. This gives the company huge advantage over its competitors because the customer is already willing to buy or at least know the company offering available in the market. Thus, brand recall is a confirmation that previous branding touchpoints have successfully fermented in
9400-564: Is the herbal paste known as chyawanprash , consumed for its purported health benefits and attributed to a revered rishi (or seer) named Chyawan. One well-documented early example of a highly developed brand is that of White Rabbit sewing needles, dating from China's Song dynasty (960 to 1127 CE). A copper printing plate used to print posters contained a message which roughly translates as: "Jinan Liu's Fine Needle Shop: We buy high-quality steel rods and make fine-quality needles, to be ready for use at home in no time." The plate also includes
9588-554: The American Expeditionary Force in World War I . General Motors of Canada had built Cadillacs from 1923 until 1936 and LaSalles from 1927 until 1935. Pre-World War II Cadillacs were well-built, powerful, mass-produced luxury cars aimed at an upper-class market. In the 1930s, Cadillac added cars with V12 and V16 engines to their range, many of which were fitted with custom coach-built bodies. In
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#17327834237709776-641: The Cadillac XLR roadster. Cadillac's model lineup mostly included rear- and all-wheel-drive sedans, roadsters, crossovers and SUVs. The only exceptions were the front-wheel drive compact executive Cadillac BLS (which was not sold in North America) and the Cadillac DTS , neither of which is still in production. The Cadillac BLS was developed by Saab in Trollhättan , Sweden. The BLS was
9964-715: The Chevrolet brand. For the European market, the Oldsmobile Silhouette was sold between 1994 and 1997 as the Pontiac Trans Sport by replacing the Oldsmobile badging with Pontiac badging, along with Pontiac wheels. Sales in Europe were good for an American import, but did not represent enough volume to make a distinct model economically feasible for the European market. Its successors were both
10152-657: The Chevrolet Trans Sport (second generation Pontiac Trans Sport rebadged as a Chevrolet) (LWB), and the Opel/Vauxhall Sintra (SWB). The Oldsmobile Alero was sold in select countries in Europe (and Israel ) between 1999 and 2001 as the Chevrolet Alero, and was only available as a 4-door sedan . The car still featured its Oldsmobile badges even though sold under the Chevrolet brand, but since most European consumers would not recognize
10340-587: The Ford Motor Company in 1903. The 1902 to 1907 Oldsmobile Model R "Curved Dash" was the first mass-produced car , made on a progressive moving automotive assembly line , an invention which is often incorrectly credited to Henry Ford and the Ford Motor Company. Ford was the first to manufacture cars on a continuously moving and synchronized assembly line starting in 1913, five years into Model T production. Olds' moving assembly line
10528-515: The General Motors Technical Center . Approach walkways integrated snow melting units, and the design incorporated interior and exterior artwork. The building has two prominent interconnected towers in the northeast corner: a six-level north wing and a four-level south wing. The building's two-story lobby featured a sunken visitor waiting area, a place to display a current Oldsmobile, and a reception area, 'floating' within
10716-472: The Lincoln Navigator and luxury SUVs from various import brands. In 2000, Cadillac introduced a new design philosophy for the 21st century called "Art and Science", which it states "incorporates sharp, sheer forms and crisp edges—a form vocabulary that expresses bold, high-technology design and invokes the technology used to design it." This new design language spread from the original CTS and to
10904-578: The M41 Walker Bulldog army tank, which saw service in the Korean and Vietnam wars . In 1953, the "Autronic Eye" was introduced. This feature would automatically dim high-beam headlamps for the safety of oncoming motorists. In 1957, Cadillac attempted to move further upmarket, creating the hand-built Series 70 Eldorado Brougham . It featured self-levelling suspension , "memory seat" function, and an all-transistor signal-seeking car radio that
11092-487: The Northstar engine , which was a family of high-performance 90° V engines produced by General Motors from 1991 to 2010. Regarded as GM's most technically complex engine, the original double overhead cam, four valve per cylinder, aluminum block/aluminum head V8 design was developed by Oldsmobile's R&D, but is most associated with Cadillac's Northstar series. The related Northstar System was Cadillac's trademarked name for
11280-581: The Oldsmobile Light Eight in 1916, Oldsmobile offered a Northway -designed flathead V8 engine until 1923, while Buick remained with their division exclusive overhead valve straight-six engine until 1930. Beginning in 1910, bodywork was supplied by Fisher Body , a longstanding tradition that led to the company being eventually merged into GM in later years. In 1926, the Oldsmobile Six came in five body styles, and ushered in
11468-784: The Qin dynasty (221-206 BCE); large numbers of seals survive from the Harappan civilization of the Indus Valley (3,300–1,300 BCE) where the local community depended heavily on trade; cylinder seals came into use in Ur in Mesopotamia in around 3,000 BCE, and facilitated the labelling of goods and property; and the use of maker's marks on pottery was commonplace in both ancient Greece and Rome. Identity marks, such as stamps on ceramics, were also used in ancient Egypt. Diana Twede has argued that
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#173278342377011656-574: The Runabout and Tonneau , were completed in October 1902. They were two-seat horseless carriages powered by a 10 hp (7 kW) single-cylinder engine . They were practically identical to the 1903 Ford Model A . Many sources say the first car rolled out of the factory on October 17; in the book Henry Leland—Master of Precision , the date is October 20; another reliable source shows car number three to have been built on October 16. Cadillac displayed
11844-595: The Series 61 in 1939, but a popular model that was derived from it, the Sixty Special , continued through 1993. Another factor helped boost Cadillac growth over the next few years: a revolution in assembly-line technology. In 1934, Henry F. Phillips introduced the Phillips screw and screwdriver to the market. He entered into talks with General Motors and convinced the Cadillac group his new screws would speed assembly times and therefore increase profits. Cadillac
12032-486: The Series F (straight-6 cylinder) and the longer Series L (straight-8 cylinder). In 1933 The Oldsmobile Program appeared on CBS radio for two years which was a new advertising approach to sell products and services. In 1937, Oldsmobile was a pioneer in introducing a four-speed semi-automatic transmission called the "Automatic Safety Transmission", although this accessory was actually built by Buick, which would offer it in its own cars in 1938. This transmission features
12220-474: The dual-plane V8 crankshaft in 1918. In 1928 Cadillac introduced the first clashless Synchro-Mesh manual transmission , utilizing constant mesh gears. In 1930 Cadillac implemented the first V-16 engine, with a 45-degree overhead valve, 452 cubic inches (7.41 litres), and 165 horsepower (123 kW), one of the most powerful and quietest engines in the United States. The development and introduction of
12408-481: The "consumer packaging functions of protection, utility and communication have been necessary whenever packages were the object of transactions". She has shown that amphorae used in Mediterranean trade between 1,500 and 500 BCE exhibited a wide variety of shapes and markings, which consumers used to glean information about the type of goods and the quality. The systematic use of stamped labels dates from around
12596-484: The "cool" factor. This began the modern practice now known as branding , where the consumers buy the brand instead of the product and rely on the brand name instead of a retailer's recommendation. The process of giving a brand "human" characteristics represented, at least in part, a response to consumer concerns about mass-produced goods. The Quaker Oats Company began using the image of the Quaker Man in place of
12784-517: The "turret top", the first all-steel roof on a passenger car. Previously, car roofs had been made out of fabric-covered wood. The Great Depression sapped the auto industry generally, with the luxury market declining more steeply; between 1928 and 1933, Cadillac sales declined by 84% to 6,736 vehicles. Exacerbating sales performance for the Cadillac brand was a policy, reflective of the times, which discouraged sales to African Americans. Nick Dreystadt, mechanic and national head of Cadillac service, urged
12972-400: The "…potential to add positive – or suppress negative – associations to the brand's equity" Thus, a brand's IMC should cohesively deliver positive messages through appropriate touch points associated with its target market. One methodology involves using sensory stimuli touch points to activate customer emotion. For example, if a brand consistently uses a pleasant smell as a primary touchpoint,
13160-415: The 111 inches used on the Seville. Production moved to Hamtramck, Michigan . Also for 1994, all DeVille models included a standard SRS driver-side front airbag, as well as fully digital instrumentation with an integrated message center, which provided important vehicle information and status, current speed, outside temperature and more, with controls mounted to the left of the instrument cluster. Also standard
13348-594: The 1920s and 1930s Cadillac and Buick vehicles were popular with longer-distance passenger service operators e.g. the Nairn Transport Company in the Middle East (Baghdad-Damascus) and Newmans Coach Lines in New Zealand. In 1926, Cadillac recruited automobile stylist Harley Earl in a one-time consulting capacity, but his employment lasted considerably longer: by 1928, Earl was the head of
13536-595: The 1950s was 1958. The nation was beginning to feel the results of its first significant post-war recession, and US automobile sales were down for the model year. Oldsmobile, Buick and Cadillac received a heavy-handed makeover of the 1957 GM designs. The Oldsmobile that emerged in 1958 bore little resemblance to the design of its forerunners; instead the car emerged as a large, over-decorated "chromemobile" which many felt had overly ostentatious styling. Up front, all 1958 Oldsmobile's received one of General Motors' heavily styled front facias and quad-headlights. Streaking back from
13724-581: The 1960s included the introduction of the first turbocharged engine and a factory water injection system in 1962 (the Turbo Jetfire ), the first modern front-wheel drive car produced in the United States (the 1966 Toronado ), the Vista Cruiser station wagon (noted for its roof glass), and the upscale 442 muscle car . Olds briefly used the names "Jetstar 88" (1964–1966) and Delmont 88 (1967–1968) on its least expensive full-size models in
13912-574: The 1960s. In 1968 the split grille appearance was introduced and remained a traditional feature until production ended in 2004. Notable models for the 1960s: The 1970s and 1980s were good years for the Oldsmobile division; sales soared (reaching an all-time high of 1,066,122 in 1985) based on popular designs, positive reviews from critics, and perceived quality and reliability, with the Cutlass series becoming North America's top-selling car by 1976. By this time, Olds had displaced Pontiac and Plymouth as
14100-475: The 1965 model year (remaining vestigially only on the limited production 1965 Series 75 chassis, a carry-over from 1964). Cadillac's other distinctive styling attribute was its front-bumper. What had started out after the war as a pair of artillery shell-shaped bumper guards moved higher on the front-end design as the 1950s wore on. Becoming known as Dagmar bumpers for their similarity to the buxom 1950s television personality, they were toned down in 1958 and gone
14288-452: The 1973 model, while the Sedan deVille remained pillarless through 1976. The 1970s saw new extremes in vehicle luxury and dimension. The 1972 Fleetwood was some 1.7 in (43 mm) longer in wheelbase and 4 in (100 mm) overall, compared to the 1960 Series 75 Fleetwood ; the entry-level 1972 Calais was 2.4 in (61.0 mm) longer than the equivalent 1960 Series 62 , on
14476-480: The 1979 Cutlass Salon and Cutlass Supreme/Cutlass Calais models. These were largely based on corresponding gasoline engines but with heavier duty cast blocks, redesigned heads and fast glow plugs; and on the 5.7L, oversized cranks, main bearings and wrist pins. There were several problems with these engines, including water and corrosion in the injectors (no water separator in the fuel line); paraffin clogging of fuel lines and filters in cold weather; reduced lubrication in
14664-518: The 1st century CE. The use of hallmarks , a type of brand, on precious metals dates to around the 4th century CE. A series of five marks occurs on Byzantine silver dating from this period. Some of the earliest use of maker's marks, dating to about 1,300 BCE, have been found in India. The oldest generic brand in continuous use, known in India since the Vedic period ( c. 1100 BCE to 500 BCE),
14852-473: The 21st century, hence branding is among a few remaining forms of product differentiation . Brand equity is the measurable totality of a brand's worth and is validated by observing the effectiveness of these branding components. When a customer is familiar with a brand or favors it incomparably over its competitors, a corporation has reached a high level of brand equity. Brand owners manage their brands carefully to create shareholder value . Brand valuation
15040-606: The 6th century BCE. A vase manufactured around 490 BCE bears the inscription " Sophilos painted me", indicating that the object was both fabricated and painted by a single potter. Branding may have been necessary to support the extensive trade in such pots. For example, 3rd-century Gaulish pots bearing the names of well-known potters and the place of manufacture (such as Attianus of Lezoux , Tetturo of Lezoux and Cinnamus of Vichy ) have been found as far away as Essex and Hadrian's Wall in England. English potters based at Colchester and Chichester used stamps on their ceramic wares by
15228-596: The Aurora marked as General Motors' catalyst to reposition Oldsmobile as an upscale import fighter. Accordingly, Oldsmobile received a new logo based on the familiar "rocket" theme. Also in 1995 Oldsmobile introduced the first satellite navigation system available in the United States, the Guidestar on the 1995 Oldsmobile 88 . Nearly all the existing model names were gradually phased out: the Cutlass Calais in 1991,
15416-712: The Brougham was discontinued and replaced by the all-new rear-wheel-drive 1993 Fleetwood. The previous front-wheel drive Fleetwood was renamed Sixty Special for 1993. That same year, the Coupe deVille was discontinued due to the declining popularity of full-size coupes. For 1994, the DeVille was redesigned to share the K-body platform with the Seville . The body was redesigned, although the wheelbase remained 113.8 inches—rather than
15604-499: The Cimarron "nearly killed Cadillac and remains its biggest shame". For the 1981 model year, the long-running "Standard of the World" slogan was changed to "An American Standard of the World". For the 1982 model year, the slogan was changed to "Best of All ... It's A Cadillac", which was used until 1986. Due to a delay in the production of the new front-drive DeVilles (which were now scheduled for release as 1985 models), 1984
15792-454: The DeVille and Fleetwood models on their 1985 FWD editions. The trip computer, available for Eldorado in 1979 and Seville in 1978 and 1979, was replaced in 1981 with the availability of digital instrumentation with some Trip Computer functions being replaced by the new digital heating and air conditioning control panel. Digital instrumentation would become available for the new FWD DeVille and Fleetwood series in 1985. In 1991, Cadillac introduced
15980-544: The DeVille, Fleetwood, Eldorado and Seville. Cadillac brought out a dramatic redesign for the Seville in 1980 featuring a bustle-back rear-end styling theme and a move to the same front-wheel-drive chassis as the Eldorado. In 1982, the Cimarron was introduced as the brand's first compact car. The Cimarron's market failure is one in a series of events throughout the 1980s and 1990s which sullied Cadillac's reputation and caused
16168-563: The DeVille/Fleetwood on which they were based. Also in 1987, Detroit Assembly on Clark Street in Detroit , where Cadillacs had been made since 1921, was closed. The 1980s also saw the introduction of new, technology-assisted luxury features. Among these was the return of the memory seat option, not available since the 1958 Eldorado Brougham. 1981 brought standard digital heating and air conditioning controls to all models. In 1982,
16356-571: The Division was still known by the still official name of Olds Motor Works, when it was changed to the collective name the cars were known as, "Oldsmobiles". Thus, the division was officially christened the Oldsmobile Division of General Motors. The last pre-war Oldsmobile rolled off the assembly line on February 5, 1942. During World War II , Oldsmobile produced numerous kinds of material for the war effort, including large-caliber guns and shells. Production resumed on October 15, 1945, with
16544-545: The High Technology engine was introduced. It was originally scheduled for a 1983 release, later delayed to 1985, with its intended applications being the downsized front-wheel-drive models Cadillac would introduce that year. 1983 saw the introduction of the Delco/Bose stereo system option, a US$ 895 cassette stereo system available only on the Eldorado and Seville. This Bose system would eventually become available on
16732-534: The Medieval period. British silversmiths introduced hallmarks for silver in 1300. Some brands still in existence as of 2018 date from the 17th, 18th, and 19th centuries' period of mass-production. Bass Brewery , the British brewery founded in 1777, became a pioneer in international brand marketing. Many years before 1855, Bass applied a red triangle to casks of its pale ale. In 1876, its red-triangle brand became
16920-794: The Seville renamed the STS and the Catera replacement called the CTS . The last DeVille rolled off the Detroit/Hamtramck Assembly line on June 23, 2005. The new second-generation CTS-V performance sedan was introduced in 2009 as a direct competitor to the BMW M5. Powered by a supercharged OHV 6.2 L LSA V8 engine, an automatic version of the CTS-V lapped the Nürburgring in 7:59.32, at
17108-616: The Silhouette only had 360 built as a result of the plant running out of production capacity due to fleet order obligations for minivans on the same assembly line. The Oldsmobile division's last completed production car was an Alero GLS 4-door sedan, which was signed by all of the Olds assembly line workers. It was on display at the R. E. Olds Transportation Museum located in Lansing, Michigan until GM's bankruptcy, when it retook possession of
17296-592: The Toronado and Custom Cruiser in 1992, the Ninety-Eight and Ciera (formerly Cutlass Ciera) in 1996, Cutlass Supreme in 1997, and finally the Eighty-Eight and Cutlass (which had only been around since '97) in 1999. They were replaced with newer, more modern models with designs inspired by the Aurora. Redesigned and new models introduced from 1990 to 2004: In spite of Oldsmobile's critical successes since
17484-716: The V8, V16 and V12 helped to make Cadillac the "Standard of the World". A later model of the V8 engine, with overhead valves , set the standard for the entire American automotive industry in 1949. In July 1917, the United States Army needed a dependable staff car and chose the Cadillac Type 55 Touring Model after exhaustive tests on the Mexican border. 2,350 of the cars were supplied for use in France by officers of
17672-523: The Year" wins in publicity material. On November 25, 1949, Cadillac produced its one-millionth car, a 1950 Coupe de Ville . It also set a new sales mark of 100,000 cars, matched in 1950 and 1951. 1949 also saw the introduction with Buick of the first mass-produced hardtop coupe, a closed-body style without a "B" pillar. Marketed as the Coupe de Ville, it would become one of Cadillac's most popular models for many years. In 1951, Cadillac began production of
17860-458: The all-new Pininfarina -bodied Allanté roadster came to market featuring the HT-4100 V8 engine. The Sixty Special returned in 1987 as the top owner-driven Cadillac in the front-wheel-drive GM C-body lineup, with a planned production run of just 2,000 cars. The 1987 and 1988 Sixty Specials were unique, custom-crafted automobiles, which featured a five-inch (127 mm) longer wheelbase over
18048-429: The aluminium DOHC L37 Northstar V8 engine . The STS was Cadillac's highest-priced sedan, falling in size between the mid-size CTS and full-size DTS . In 2006, the DeVille nameplate was replaced by Cadillac DTS , an abbreviation dating back to 1986, when a "DeVille Touring Sedan" package was first available. The new name brought the DeVille into line with Cadillac's Art and Science-era nomenclature, which saw
18236-476: The atrium, and bearing labels as follows: Scaurus' fish sauce was known by people across the Mediterranean to be of very high quality, and its reputation traveled as far away as modern France. In both Pompeii and nearby Herculaneum, archaeological evidence also points to evidence of branding and labeling in relatively common use across a broad range of goods. Wine jars, for example, were stamped with names, such as "Lassius" and "L. Eumachius"; probably references to
18424-606: The badging, Chevrolet badges were added to the grille and rear fascia for the 2000 model year. The Alero featured Chevrolet emblems throughout its entire run in Israel. The Alero was replaced in Europe and Israel by the GM Daewoo -sourced Chevrolet Evanda/Epica . Early on in its history, Olds enjoyed a healthy public relations boost from the 1905 hit song In My Merry Oldsmobile . The same theme—a fast, powerful Olds car helping
18612-524: The barrels used, effectively using a corporate trademark as a quasi-brand. Factories established following the Industrial Revolution introduced mass-produced goods and needed to sell their products to a wider market—that is, to customers previously familiar only with locally produced goods. It became apparent that a generic package of soap had difficulty competing with familiar, local products. Packaged-goods manufacturers needed to convince
18800-427: The beginnings of brand management. This trend continued to the 1980s, and as of 2018 is quantified by marketers in concepts such as brand value and brand equity . Naomi Klein has described this development as "brand equity mania". In 1988, for example, Philip Morris Companies purchased Kraft Foods Inc. for six times what the company was worth on paper. Business analysts reported that what they really purchased
18988-401: The brand and is termed the consumer's brand experience . The brand is often intended to create an emotional response and recognition, leading to potential loyalty and repeat purchases. The brand experience is a brand's action perceived by a person. The psychological aspect, sometimes referred to as the brand image , is a symbolic construct created within the minds of people, consisting of all
19176-412: The brand has a much higher chance of creating a positive lasting effect on its customers' senses as well as memory. Another way a brand can ensure that it is utilizing the best communication channel is by focusing on touchpoints that suit particular areas associated with customer experience . As suggested Figure 2, certain touch points link with a specific stage in customer-brand-involvement. For example,
19364-413: The brand or on the basis of the reputation of the brand owner. Brand awareness involves a customer's ability to recall and/or recognize brands, logos, and branded advertising. Brands help customers to understand which brands or products belong to which product or service category. Brands assist customers to understand the constellation of benefits offered by individual brands, and how a given brand within
19552-425: The brand". Touch points represent the channel stage in the traditional communication model, where a message travels from the sender to the receiver. Any point where a customer has an interaction with the brand - whether watching a television advertisement, hearing about a brand through word of mouth or even noticing a branded license plate – defines a touchpoint. According to Dahlen et al. (2010), every touchpoint has
19740-400: The brand's intended message through its IMC. Although IMC is a broad strategic concept, the most crucial brand communication elements are pinpointed to how the brand sends a message and what touch points the brand uses to connect with its customers [Chitty 2005]. One can analyze the traditional communication model into several consecutive steps: When a brand communicates a brand identity to
19928-477: The brand's name, spaced out letter by letter—signage which was removed in 2006 and subsequently also gifted to the Lansing R.E. Olds Transportation Museum. By 1996, the company's remaining employees relocated to Detroit's Renaissance Center . In Canada , the range was limited, with the Oldsmobile Silhouette and Oldsmobile Bravada being unavailable to Canadian consumers until much later in their production life. In Mexico , all Oldsmobile models were sold under
20116-509: The brand, he or she is more likely to try other products offered by the company – such as chocolate-chip cookies, for example. Brand development, often performed by a design team , takes time to produce. A brand name is the part of a brand that can be spoken or written and identifies a product, service or company and sets it apart from other comparable products within a category. A brand name may include words, phrases, signs, symbols, designs, or any combination of these elements. For consumers,
20304-455: The brand. In 2012 Riefler stated that if the company communicating a brand is a global organization or has future global aims, that company should look to employ a method of communication that is globally appealing to their consumers, and subsequently choose a method of communication with will be internationally understood. One way a company can do this involves choosing a product or service's brand name, as this name will need to be suitable for
20492-594: The branding of cattle occur in ancient Egyptian tombs dating to around 2,700 BCE. Over time, purchasers realized that the brand provided information about origin as well as about ownership, and could serve as a guide to quality. Branding was adapted by farmers, potters, and traders for use on other types of goods such as pottery and ceramics. Forms of branding or proto-branding emerged spontaneously and independently throughout Africa, Asia and Europe at different times, depending on local conditions. Seals , which acted as quasi-brands, have been found on early Chinese products of
20680-623: The car. It was then located at the GM Heritage Center in Sterling Heights , Michigan. In December 2017, the car headed to New York where it was auctioned off at a dealer-only auction for $ 42,000 to a Florida dealer. Also sold at the auction were a 1999 Cutlass and a 1996 Ciera. During the 107 years of Oldsmobile's existence, it was known for being a guinea pig for new technologies and firsts. The 200,000 square-foot Oldsmobile Administration Building, also known as Building 70,
20868-459: The company on November 12, 1908. When GM assumed operations, platform sharing began with Buick products and Oldsmobile shared platforms were identified with the prefix "Series" followed by a number, while models developed by pre-GM engineers were identified with the prefix "Model" followed by a letter. Early on, Oldsmobile was a competitor to Hudson as some former engineers of Oldsmobile took positions with Hudson. The 1910 Limited Touring Series 23
21056-447: The company produced 635 cars, making it the first high-volume gasoline-powered automobile manufacturer (electric car manufacturers such as Columbia Electric and steam-powered car manufacturers such as Locomobile had higher volumes a few years earlier). Oldsmobile became the top-selling car company in the United States from 1903 to 1904. Ransom Olds left the company in 1904 because of a dispute with sales manager Frederic L. Smith , who
21244-471: The company, Oldsmobile production was moved to Lansing . Officially, the cars were called "Olds automobiles," but were colloquially referred to as "Oldsmobiles." It was this moniker, as applied especially to the Curved Dash Olds, that was popularized in the lyrics and title of the 1905 hit song " In My Merry Oldsmobile ". The last Oldsmobile Curved Dash was made in 1907. General Motors purchased
21432-501: The consumer through branding. Producers began by attaching simple stone seals to products which, over time, gave way to clay seals bearing impressed images, often associated with the producer's personal identity thus giving the product a personality. Not all historians agree that these markings are comparable with modern brands or labels, with some suggesting that the early pictorial brands or simple thumbprints used in pottery should be termed proto-brands while other historians argue that
21620-676: The discontinuation of the Fleetwood in 1996. In early 2017, Cadillac launched Book By Cadillac, a vehicle subscription service which was initially available in New York City. In November 2017, it was announced that Book by Cadillac would be expanding to Dallas and Los Angeles. The Cadillac XT6, a new seven-seat luxury mid-size crossover SUV , was introduced on January 12, 2019, at the North American International Auto Show . It went on sale in
21808-486: The division's share of the US market to fall from 3.8% in 1979 to 2.2% in 1997; it is routinely cited as the nadir of GM's product planning. Automotive journalist Dan Neil included the Cimarron in his 2007 list of the "Worst cars of all time", saying "everything that was wrong, venal, lazy, and mendacious about GM in the 1980s was crystallized in this flagrant insult to the good name and fine customers of Cadillac." He added that
21996-427: The driver romance the opposite sex—was updated in the 1950s with the iconic hit Rocket 88 . Brand The practice of branding—in the original literal sense of marking by burning—is thought to have begun with the ancient Egyptians , who are known to have engaged in livestock branding and branded slaves as early as 2,700 BCE. Branding was used to differentiate one person's cattle from another's by means of
22184-514: The early 1960s, driving it daily to work. He detached and rearranged the Oldsmobile lettering above the grille to spell out slobmodel as a reminder to himself and co-workers of what "bad" auto design meant to their business. In 1959, Oldsmobile models were completely redesigned with a rocket motif from front to rear, as the top of the front fenders had a chrome rocket, while the body-length fins were shaped as rocket exhausts which culminated in
22372-401: The edge of the headlights was a broad belt consisting of two strips of chrome on regular 88s, three strips on Super 88s, and three strips (top and bottom thin, inside thick) on 98s that ended in a point at mid-body. The bottom of the rear fender featured a thick stamping of a half tube that pointed forward, atop which was a chrome assembly of four horizontal chrome speed-lines that terminated into
22560-516: The environment by associating with the brand. Aside from attributes and benefits, a brand's identity may also involve branding to focus on representing its core set of values . If a company is seen to symbolize specific values, it will, in turn, attract customers who also believe in these values. For example, Nike's brand represents the value of a " just do it " attitude. Thus, this form of brand identification attracts customers who also share this same value. Even more extensive than its perceived values
22748-414: The extended identity. The core identity reflects consistent long-term associations with the brand; whereas the extended identity involves the intricate details of the brand that help generate a constant motif. According to Kotler et al. (2009), a brand's identity may deliver four levels of meaning: A brand's attributes are a set of labels with which the corporation wishes to be associated. For example,
22936-452: The famed 20th Century Limited train, an event immortalized in the painting Setting the Pace by William Hardner Foster. The Limited was at the time considered technologically advanced and cutting edge, if on the expensive side, but it established the division's reputation for innovation. The Oldsmobile Series 40 was offered in 1912 and was considerably more affordable and smaller, and later
23124-639: The finest in the United States. Cadillac was the first volume manufacturer of a fully enclosed car, in 1906. Cadillac participated in the 1908 interchangeability test in the United Kingdom, and was awarded the Dewar Trophy for the most important advancement of the year in the automobile industry. On July 29, 1909, Cadillac was purchased by the General Motors (GM) conglomerate . Cadillac became General Motors' prestige division, devoted to
23312-556: The fire was a Curved Dash prototype, which was wheeled out of the factory by two workers while escaping the burning building. While the factory was being rebuilt from insurance, many subcontractors were used to keep production going, including Henry M. Leland for engine production and the Dodge Brothers . Olds was a strong competitor to other independent companies Buick and Cadillac before they became divisions of General Motors between 1908 and 1909. Later after Mr. Olds left
23500-426: The first registered trademark issued by the British government. Guinness World Records recognizes Tate & Lyle (of Lyle's Golden Syrup ) as Britain's, and the world's, oldest branding and packaging, with its green-and-gold packaging having remained almost unchanged since 1885. Twinings tea has used the same logo – capitalized font beneath a lion crest – since 1787, making it
23688-642: The fourth century BCE. In largely pre-literate society, the shape of the amphora and its pictorial markings conveyed information about the contents, region of origin and even the identity of the producer, which were understood to convey information about product quality. David Wengrow has argued that branding became necessary following the urban revolution in ancient Mesopotamia in the 4th century BCE, when large-scale economies started mass-producing commodities such as alcoholic drinks, cosmetics and textiles. These ancient societies imposed strict forms of quality-control over commodities, and also needed to convey value to
23876-532: The headlight bezels. In 1966, Cadillac had its best annual sales to that point, over 192,000 units (142,190 of them de Villes), an increase of more than 60%. This was exceeded in 1968, when Cadillac topped 200,000 units for the first time. The years 1967 and 1968 saw the introduction of a host of federally mandated safety features, including energy-absorbing steering columns and wheels, soft interior and instrument panel knobs and surfaces, front shoulder belts, and side marker lights. The front-wheel drive Eldorado
24064-423: The heads due to undersized oil galleys; head bolt failures; and the use of aluminum rockers and stanchions in the 4.3L V8 engines. While the 5.7L was also offered on various Buick, Cadillac, Chevrolet, GMC, and Pontiac models, it was eventually discontinued by all divisions in 1985. V6 diesels of 4.3L displacement were also offered between 1982 and 1985. In 1988 the then all-new 1988 Oldsmobile Cutlass Supreme Pace car
24252-436: The information and expectations associated with a product, with a service, or with the companies providing them. Marketers or product managers that responsible for branding, seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics, which make it special or unique. A brand can, therefore, become one of
24440-404: The introduction of the four-door Holiday pillarless hardtop, the industry's first (along with Buick). General Motors' styling as a whole lost its frontrunner status in 1957 when Chrysler introduced Virgil Exner 's " forward look " designs. When compared side to side, Oldsmobile looked dated next to its price-point competitors DeSoto and Mercury . Compounding the problem for Oldsmobile and Buick
24628-430: The literature on branding suggests that consumers prefer brands with personalities that are congruent with their own. Consumers may distinguish the psychological aspect (brand associations like thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand) of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with
24816-419: The logo for go.com . Unlike brand recognition, brand recall (also known as unaided brand recall or spontaneous brand recall ) is the ability of the customer retrieving the brand correctly from memory. Rather than being given a choice of multiple brands to satisfy a need, consumers are faced with a need first, and then must recall a brand from their memory to satisfy that need. This level of brand awareness
25004-473: The market that the public could place just as much trust in the non-local product. Gradually, manufacturers began using personal identifiers to differentiate their goods from generic products on the market. Marketers generally began to realize that brands, to which personalities were attached, outsold rival brands. By the 1880s, large manufacturers had learned to imbue their brands' identity with personality traits such as youthfulness, fun, sex appeal, luxury or
25192-540: The marketplace that it aims to enter. It is important that if a company wishes to develop a global market, the company name will also need to be suitable in different cultures and not cause offense or be misunderstood. When communicating a brand, a company needs to be aware that they must not just visually communicate their brand message and should take advantage of portraying their message through multi-sensory information. One article suggests that other senses, apart from vision, need to be targeted when trying to communicate
25380-527: The mid-1990s, a reported shortfall in sales and overall profitability prompted General Motors to announce in December 2000 its plans to shut down the Oldsmobile organization. That announcement was officially revealed two days after Oldsmobile distributed the Bravada SUV – which became another critical hit for the division but turned out to be the final new model for the Oldsmobile brand. The phaseout
25568-415: The middle of GM's five passenger car divisions (above Chevrolet and Pontiac , but below Buick and Cadillac ). It was also noted for several groundbreaking technologies and designs. Oldsmobile's sales peaked at over one million annually from 1983 to 1986, but by the 1990s the division faced growing competition from premium import brands, and sales steadily declined. When it shut down in 2004, Oldsmobile
25756-400: The minds of its consumers. Marketing-mix modeling can help marketing leaders optimize how they spend marketing budgets to maximize the impact on brand awareness or on sales. Managing brands for value creation will often involve applying marketing-mix modeling techniques in conjunction with brand valuation . Brands typically comprise various elements, such as: Although brand identity
25944-487: The model numbers. This resulted in the Oldsmobile 88 emerging as base Dynamic 88 and the highline Super 88 . Other full-size model names included the "Holiday" used on hardtops, and "Fiesta" used on its station wagons. When the 88 was retired in 1999 (with a Fiftieth Anniversary Edition), its length of service was the longest model name used on American cars after the Chrysler New Yorker . Mid-1955 also saw
26132-433: The most enduring campaigns of the 20th-century. Brand advertisers began to imbue goods and services with a personality, based on the insight that consumers searched for brands with personalities that matched their own. Effective branding, attached to strong brand values, can result in higher sales of not only one product, but of other products associated with that brand. If a customer loves Pillsbury biscuits and trusts
26320-579: The most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace . This means that building a strong brand helps to distinguish a product from similar ones and differentiate it from competitors. The art of creating and maintaining a brand is called brand management . The orientation of an entire organization towards its brand is called brand orientation . Brand orientation develops in response to market intelligence . Careful brand management seeks to make products or services relevant and meaningful to
26508-564: The name of the producer. The use of identity marks on products declined following the fall of the Roman Empire . In the European Middle Ages , heraldry developed a language of visual symbolism which would feed into the evolution of branding, and with the rise of the merchant guilds the use of marks resurfaced and was applied to specific types of goods. By the 13th century, the use of maker's marks had become evident on
26696-553: The new Art and Color division and he would ultimately work for GM until he retired, over 30 years later. The first car he designed was the LaSalle , a new, smaller "companion marque" car, named after another French explorer and founder of Detroit, René Robert Cavelier, Sieur de La Salle. That marque remained in production until 1940. Cadillac introduced designer-styled bodywork (as opposed to auto-engineered) in 1927. It installed shatter-resistant glass in 1926. Cadillac also introduced
26884-685: The new vehicles at the New York Auto Show in January 1903, where the vehicles impressed the crowds enough to gather over 2,000 firm orders. Cadillac's biggest selling point was precision manufacturing, and therefore, reliability; a Cadillac was simply a better-made vehicle than its competitors. The Cadillac Automobile Company merged with Leland & Faulconer Manufacturing, forming The Cadillac Motor Company in 1905. From its earliest years, Cadillac aimed for precision engineering and stylish luxury finishes, causing its cars to be ranked amongst
27072-469: The newly formed entity was known as Olds Motor Works." The company moved to a new plant in Detroit, located at the corner of East Jefferson Avenue and MacArthur Bridge . By March 1901, Olds Motor Works had a whole line of models ready for mass production. However, that month the factory caught fire and burned to the ground, destroying nearly all of the prototypes that were inside. The only car that survived
27260-434: The next year. 1956 saw the introduction of the pillarless four-door hardtop sedan, marketed as the "Sedan de Ville"; a year later the feature appeared in all standard Cadillacs. The fledgling automotive magazine Motor Trend awarded its first " Motor Trend Car of the Year " to Cadillac in 1949 for its innovative overhead valve V8 engine . While the company initially snubbed the honor, it now proudly references its "Car of
27448-472: The other engines that were popular during that era, and found favor with hot-rodders and stock car racers. The basic design, with a few minor changes, endured until Oldsmobile redesigned its V8 engines in the mid-1960s. Oldsmobile entered the 1950s following a divisional image campaign centered on its 'Rocket' engines and the Space Race , and its cars' appearance followed suit. Oldsmobile's Rocket V8 engine
27636-664: The plant and equipment in preparation for liquidating the company's assets. Instead, Leland persuaded the pair to continue manufacturing automobiles using Leland's proven single-cylinder engine. A new company called the Cadillac Automobile Company was established on August 22, 1902, converting the Henry Ford Company factory at Cass Street and Amsterdam Avenue. It was named after French explorer Antoine Laumet de La Mothe, sieur de Cadillac , who had founded Detroit in 1701. Cadillac's first automobiles,
27824-473: The presence of these simple markings does not imply that mature brand management practices operated. Scholarly studies have found evidence of branding, packaging, and labeling in antiquity. Archaeological evidence of potters' stamps has been found across the breadth of the Roman Empire and in ancient Greece . Stamps were used on bricks, pottery, and storage containers as well as on fine ceramics. Pottery marking had become commonplace in ancient Greece by
28012-518: The producer's name. Roman glassmakers branded their works, with the name of Ennion appearing most prominently. One merchant that made good use of the titulus pictus was Umbricius Scaurus, a manufacturer of fish sauce (also known as garum ) in Pompeii, c. 35 CE . Mosaic patterns in the atrium of his house feature images of amphorae bearing his personal brand and quality claims. The mosaic depicts four different amphora, one at each corner of
28200-570: The product, the consumer lifestyle, and the endorser is important for the effectiveness of brand communication. Cadillac Cadillac Motor Car Division , or simply Cadillac ( / ˈ k æ d ɪ l æ k / ), is a division of the American automobile manufacturer General Motors (GM) that designs and builds luxury vehicles . Its major markets are the United States, Canada and China. Cadillac models are distributed in 34 additional markets worldwide. Historically, Cadillac automobiles were at
28388-429: The production of large luxury vehicles. The Cadillac line was also GM's default marque for "commercial chassis" institutional vehicles, such as limousines , ambulances, hearses and funeral home flower cars , the last three of which were custom-built by aftermarket manufacturers. It became positioned at the top of GM's vehicle hierarchy, above Buick , Oldsmobile , Oakland , and later, Chevrolet . In 1912, Cadillac
28576-492: The rest of GM's "B" and "C" bodied cars. In 1977, GM significantly downsized their full-sized cars. The Fleetwood Brougham lost its exclusive longer wheelbase and now rode on the same new shorter 121.5" wheelbase as the DeVille . Both Fleetwood and DeVille models were powered by the 425 cu in (7.0 L) V8s. This engine was basically a de-bored version of the 472/500 (7.9 L/8.2 L) V8 of previous years. 1977
28764-435: The rocket image, that was used throughout the late 1950s, the make used twin jet pod-styled taillights as a nod to its "Rocket" theme. Oldsmobile was among the first of General Motors' divisions to receive a true hardtop in 1950 called the "Holiday coupe" (Buick's version was called the "Riviera", and Cadillac's was called the "Coupe De Ville"), and it was also among the first divisions (along with Buick and Cadillac) to receive
28952-414: The same wheelbase. Models gained a smoother ride while vehicle weight, standard equipment and engine displacement were all increased. Cadillac experienced record sales in 1973 and again in the late 1970s. In May 1975, the Seville was introduced as a competitor to the growing import luxury car market and was marketed as "international size". In 1977, Cadillac's D-bodies experienced the same "downsizing" as
29140-447: The spring of 1984, about six months earlier than most new-car introductions, so both the 1984 rear-drive and 1985 front-drive models were selling and being produced (due to separate assembly plants) at the same time for nearly half a year. 1985 saw the new front-wheel-drive DeVille and Fleetwood models released after quality delays prevented a planned 1984 model year introduction. 1986 saw new downsized Eldorado and Seville models. In 1987,
29328-409: The styling features that came to be synonymous with the late 1940s and 1950s American automobile. Incorporating many of the ideas of then General Motors styling chief Harley J. Earl , these included tailfins , wraparound windshields , and extensive use of chrome. Tailfins were first added in 1948 and reached their pinnacle in 1959. From 1960 to 1964 they decreased each year until they disappeared in
29516-456: The third best-selling brand in the U.S. behind Chevrolet and Ford. In the late 1970s and again in the mid-1980s, model-year production topped one million units, something only Chevrolet and Ford had achieved. The very popularity of Oldsmobile's cars created a problem for the division in the late 1970s, however. At that time, each General Motors division produced its own V8 engines, and in 1977, Oldsmobile, Chevrolet, Pontiac, and Buick each produced
29704-862: The third quarter of 2019 as a 2020 model. Other additions to the Cadillac lineup for the 2020 model year included the CT5 mid-size luxury sedan, replacing the CTS, and the CT4 compact sedan which replaced the ATS. Performance "V" versions of the CT4 and CT5 were also added for 2020. Current Upcoming Cadillac has won the Motor Trend Car of the Year award five times: Before the outbreak of World War II , Cadillac (like most manufacturers) participated in various motorsports. Many Allard automobiles used Cadillac engines. In
29892-491: The three-speed Turbo-Hydramatic automatic transmission; it would become the GM standard model for several decades. Starting in the late 1960s, Cadillac offered a fiber-optic warning system to alert the driver to failed light bulbs. The use of extensive bright-work on the exterior and interior also decreased each year after 1959. By the 1966 model year, even the rear bumpers ceased to be all chrome—large portions were painted, including
30080-555: The time a record for production sedans. The last DTS rolled off the assembly line at 11:51 a.m. on May 27, 2011. It was replaced by the Cadillac XTS which debuted in 2012 as a 2013 model. The Cadillac ATS compact sedan also debuted in 2012 as a 2013 model and a coupe version of the ATS was added two years later. In 2016, the Cadillac CT6 was introduced and was the brand's first full-size rear-wheel-drive sedan since
30268-414: The top of the luxury field within the United States, but have been outsold by European luxury brands including BMW and Mercedes since the 2000s. In 2019, Cadillac sold 390,458 vehicles worldwide, a record for the brand. Cadillac is among the first automotive brands in the world, fourth in the United States only to Autocar Company (1897) and fellow GM marques Oldsmobile (1897) and Buick (1899). It
30456-476: The trend. By the early 1900s, trade press publications, advertising agencies , and advertising experts began producing books and pamphlets exhorting manufacturers to bypass retailers and to advertise directly to consumers with strongly branded messages. Around 1900, advertising guru James Walter Thompson published a housing advertisement explaining trademark advertising. This was an early commercial explanation of what scholars now recognize as modern branding and
30644-400: The way in which consumers had started to develop relationships with their brands in a social/psychological/anthropological sense. Advertisers began to use motivational research and consumer research to gather insights into consumer purchasing. Strong branded campaigns for Chrysler and Exxon /Esso, using insights drawn from research into psychology and cultural anthropology , led to some of
30832-417: The world's oldest in continuous use. A characteristic feature of 19th-century mass-marketing was the widespread use of branding, originating with the advent of packaged goods . Industrialization moved the production of many household items, such as soap , from local communities to centralized factories . When shipping their items, the factories would literally brand their logo or company insignia on
31020-413: Was Cadillac's 75th anniversary and saw the introduction of the downsized DeVille coupes and sedans. The redesigned Fleetwood Brougham was now similar in appearance to the lesser Sedan de Ville. Other than the name, there were only subtle exterior differences between a Fleetwood Brougham and Sedan de Ville. The interior of the Fleetwood was plusher and offered more features as standard. These new cars featured
31208-487: Was a dual-zone front HVAC system, with controls located to the right of the instrument cluster, and remote controls on the front passenger door panel. An SRS passenger's-side front airbag became standard equipment after a restyling in 1996, which also brought revised exterior styling and new audio systems with TheftLock coded anti-theft technology. In 1995, the high technology engine that had been used in Cadillacs since 1982
31396-575: Was a re-run for the rear-wheel-drive Coupe de Ville ($ 17,140) and its four-door companion, the popular Sedan de Ville ($ 17,625). It was also the last time DeVille used the "V" emblem below the Cadillac crest, as 1985 models and on would use the crest and wreath emblem—formerly a Fleetwood and Eldorado exclusive. For 1984, sales figures show a total four-door production of 107,920 units, and an additional 50,840 two-door units (figures include de Ville and Fleetwood models). The new front-drive 1985 Coupe de Ville and Sedan de Ville arrived in Cadillac showrooms during
31584-536: Was a styling mistake which GM called the "StratoRoof", which was reminiscent of the "greenhouse" canopy used on the Convair B-36 Peacemaker high altitude bomber. Both makes had models which contained the heavily framed rear window, but Detroit had been working with large curved backlights for almost a decade. Consumers disliked the roof and its blind spots, forcing GM to rush a redesign into production on some of its models. Oldsmobile's only off year in
31772-502: Was an early, ambitious high point for the company. Riding atop 42-inch (1067 mm) wheels, and equipped with factory "white" tires, the Limited was the prestige model in Oldsmobile's two model lineup, with the smaller Oldsmobile Autocrat Series 32 having 36-inch wheels. The Limited retailed for US$ 4,600, ($ 150,420 in 2023 dollars ) an amount greater than the price of a new basic three-bedroom house. Buyers received goatskin upholstery,
31960-565: Was at the forefront of technological advances, introducing full electrical systems, the clashless manual transmission and the steel roof. The brand developed three engines, with its V8 setting the standard for the American automotive industry . Cadillac had the first U.S. car to win the Royal Automobile Club of the United Kingdom's Dewar Trophy by successfully demonstrating the interchangeability of its component parts during
32148-508: Was completed in 1966 to accommodate the company's major administration departments. Located at 920 Townsend Avenue, at what is currently the GM Lansing Grand River Assembly plant, the project was constructed by Michigan contractor Utley-James, with architectural design contracted by GMAC. The headquarters accommodated about 900 employees in a Modern design with exterior marble and curtain walls reminiscent of
32336-480: Was conducted on the following schedule: The last 500 Aleros, Auroras, Bravadas, Silhouettes and Intrigues produced received special Oldsmobile heritage emblems and markings which signified 'Final 500'. All featured a unique Dark Cherry Metallic paint scheme. Auroras and Intrigues would be accompanied by special Final 500 literature. However, only the Intrigue, Aurora, Bravada, and Alero had all Final 500 models built;
32524-535: Was discontinued. For 1997, the Catera mid-size sedan was introduced as Cadillac's new entry-level model. The Catera was a rebadged variant of the Opel Omega B and was manufactured by Opel in Rüsselsheim , Germany. The DeVille was also redesigned that year. The late 1990s saw Cadillac field its first-ever entry in the growing SUV segment. The Escalade , introduced in 1999, was marketed to compete with
32712-542: Was implemented to improve fuel economy and emissions as a result of the United States Federal Government passage of Corporate Average Fuel Economy regulations. For 1977, the lineup included the two-door Coupe de Ville ($ 9,654) and the four-door Sedan de Ville ($ 9,864). The $ 650 d'Elegance package, an interior dress-up option carried over from the previous generation of DeVilles, continued for both models. Three-sided, wrap-around tail lamps were
32900-424: Was increased to 500 cu in (8.2 L) for the 1970 Eldorado. It was adopted across the model range beginning in 1975. Driver and front passenger airbags ("Air Cushion Restraint System") began to be offered on some Cadillac, as well as other Buick and Oldsmobile luxury models, in 1974, however this option was unpopular as was discontinued after the 1976 model year. The pillarless Coupe deVille ended with
33088-467: Was launched in 1967, setting a new standard for a personal luxury car . Its simple, elegant design was a far cry from the tailfin and chrome of the 1950s. Cadillac's success grew against rivals Lincoln and Imperial , which had division sales topping all of Chrysler for the first time in 1970. The new 472 cu in (7.7 L) engine that debuted in the 1968 model year, designed for an ultimate capacity potential of 600 cu in (9.8 L),
33276-491: Was manually progressed, meaning that the vehicle being assembled was manually pushed to the next workstation after the assigned assembly was performed at the previous station. This differed from hand-made vehicles in the past where various workers would work on one car until it was completed and was labor- and time-intensive. After Ransom Olds merged Olds Motor Vehicle Co. with the Olds Gas Engine Works in 1899,
33464-436: Was named after Antoine de la Mothe Cadillac (1658–1730), who founded Detroit , Michigan . The Cadillac crest is based on his coat of arms . By the time General Motors purchased the company in 1909, Cadillac had already established itself as one of America's premier luxury car makers. The complete interchangeability of its precision parts had allowed it to lay the foundation for the modern mass production of automobiles. It
33652-852: Was no question that the engines were different from one another. Many customers were loyal Oldsmobile buyers who specifically wanted the Rocket V8, and did not discover that their vehicle had the Chevrolet engine until they performed maintenance and discovered that purchased parts did not fit. This became a public relations nightmare for GM. Following this debacle, disclaimers stating that "Oldsmobiles are equipped with engines produced by various GM divisions" were tacked onto advertisements and sales literature; all other GM divisions followed suit. In addition, GM quickly stopped associating engines with particular divisions and to this day, all GM engines are produced by "GM Powertrain" (GMPT) and are called GM "Corporate" engines instead of GM "Division" engines. Although it
33840-441: Was produced by GM's Delco Radio and which was available as standard equipment for the 1957 Eldorado Brougham models. While the car showed Cadillac's technological prowess, it sold only 904 units. The dual-reservoir brake master cylinder, with separate front and rear hydraulic systems, was introduced in 1962, six years ahead of the federal requirement. The first fully automatic heater– air conditioning system also appeared, as did
34028-515: Was questioning production techniques and wanted Mr. Olds to certify that each car that left the plant was free from defects. Mr. Smith then set up an experimental engineering shop without Mr. Olds' knowledge or consent, causing Mr. Olds to leave in 1904 and form the REO Motor Car Company . This was similar to the situation Henry Ford experienced when he was forced out of the company he founded (the Henry Ford Company ) before starting
34216-435: Was the brand name. With the rise of mass media in the early 20th century, companies adopted techniques that allowed their messages to stand out. Slogans , mascots , and jingles began to appear on radio in the 1920s and in early television in the 1930s . Soap manufacturers sponsored many of the earliest radio drama series, and the genre became known as soap opera . By the 1940s, manufacturers began to recognize
34404-481: Was the first automaker to use the Phillips technology, in 1937, which was widely adopted in 1940. For the first time in many years all cars built by the company shared the same basic engine and drivetrain in 1941. 1941 also saw the introduction of optional Hydra-Matic , the first mass-produced fully automatic transmission , offered the previous year on the Oldsmobile . Postwar Cadillac vehicles innovated many of
34592-430: Was the first automobile manufacturer to incorporate an electrical system enabling starting , ignition , and lighting. In 1915, Cadillac introduced a 90-degree flathead V8 engine with 70 horsepower (52 kW) at 2400 rpm and 180 pound force-feet (240 N⋅m) of torque , allowing its cars to attain 65 miles per hour (105 km/h). This was faster than most roads could accommodate at this time. Cadillac pioneered
34780-530: Was the first production car with heads up display . Notable models : After the tremendous success of the 1970s and 1980s, things changed quickly for Oldsmobile, and by the early 1990s the brand had lost its place in the market (as annual sales had fallen from a record high of 1,066,122 in 1985 to just 402,936 in 1993), squeezed between other GM divisions, and with competition from new upscale import makes Acura , Infiniti and Lexus . GM continued to use Oldsmobile sporadically to showcase futuristic designs and as
34968-420: Was the leader in performance; its cars were generally considered the fastest on the market; and by the mid-1950s their styling was among the first to offer a wide, "open maw" grille, suggestive of fighter jet propulsion. From 1948 to 1957, Oldsmobile adopted a ringed-globe emblem depicting North America to stress what marketers felt was its universal appeal. Starting in 1958, the grille logo changed again to reflect
35156-537: Was the oldest surviving American automobile brand , and one of the oldest in the world, after Peugeot , Renault , Fiat , and Opel . Oldsmobiles were first manufactured by the Olds Motor Vehicle Company in Lansing, Michigan , a company founded by Ransom E. Olds in 1897. In 1901 (the same year that Horace and John Dodge won a contract to produce transmissions for the Oldsmobile company),
35344-428: Was the popularity of the Oldsmobile division vehicles that prompted this change, declining sales of V8 engines would have made this change inevitable as all but the Chevrolet version of the 350-cubic-inch engine were eventually discontinued. Oldsmobile also introduced a 5.7L (350 cu-in) V8 diesel engine option on its Custom Cruiser, Delta 88 and 98 models in 1978; and a smaller 4.3L (260 cu-in) displacement V8 diesel on
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