奔馳、寶馬決戰(zhàn)小型車

7.品牌誘因

????俗話說：細(xì)節(jié)決定成敗。根據(jù)伯恩斯坦研究公司的調(diào)查，大多數(shù)歐洲的汽車記者都認(rèn)為梅塞德斯-奔馳給汽車命名的方法太讓人費(fèi)解。有多少站在奔馳經(jīng)銷店門口的人能說出SL、SLK、SLR和SLS的區(qū)別？但是寶馬的命名標(biāo)準(zhǔn)卻很清晰——1系、3系、5系、7系——數(shù)字越大，價(jià)格越貴，簡單明了。而且寶馬的雙腎形進(jìn)氣格柵普及到了整個(gè)產(chǎn)品線，而奔馳的三叉星車標(biāo)有的在發(fā)動(dòng)機(jī)蓋上，有的在進(jìn)氣格柵上，而且光是大小就有兩三個(gè)版本之多。

優(yōu)勢(shì)方：寶馬

7. Brand cues

????Little things count. European auto journalists polled by Bernstein Research complained about Mercedes' confusing nomenclature. How many people outside a Mercedes dealership know the different between an SL, SLK, SLR, and SLS? At BMW, the ranking is clear: the higher the number -- 1, 3, 5, 7 -- the higher the price. And BMW's dual-kidney grille is used uniformly across the product line, whereas the M-B three-pointed star moves from the hood to the grille and comes in two or more sizes.

Advantage:BMW