HONDA
"What objectives specific goals making ?"
What are the objectives and specific goals making these changes?
Change is constant in the business landscape, and despite being a firm with a strong reputation, Honda must strive to rehabilitate its brand image in the eyes of future consumers. Honda is primarily seen as a 'reliable' brand and while reliability is commendable, the purchase of a car must have salient emotional qualities that transcend those of mere functionality. If a car is merely a vehicle to get someone from one place to another, then Honda can easily be outflanked by other rivals that offer similarly 'reliable' transportation. In short, Honda must strive to increase its 'sex appeal' as a brand, particularly in the U.S., a nation which is so emotionally connected to its cars Although Honda is well-recognized brand, our recent survey rated the effectiveness of Honda advertising as low.
In some of its markets, Honda has achieved success in reframing its image. In 2004 it won Commercial of the Year at The British Television Advertising Awards for its commercial "featuring a collection of Honda car parts arranged in a Heath Robinson-style chain reaction" (Cozens 2004)....
However, as amusing and as clever as this advertisement may have been (and thus potentially effective for the quirky tastes of a British audience), once again it did not convey an image that a Honda driver is someone who is on the cutting edge of what it means to be 'really living' the 'good life,' a very important aspect of car appeal in America, where even suburban soccer moms love the idea that an SUV has the potential to go off-road on adventures.
Of course, Honda does not want to sacrifice its reputation for reliability even while it strives to increase its attractiveness in the eyes of American consumers. This requires a delicate balance between creating a racier image while still retaining the essence of what is essentially 'Honda.' Perhaps the British commercial was a kind of a 'middle ground' between these two needs. Another way to do this is to promote its sportier brands, which may garner additional respect for all of its models in the long run. From the results of our survey, most participants are familiar with the Honda Civic and Accord, the most family-friendly of its mid-priced lines of cars. However, only 4 people of the 49 that completed the survey stated they were most familiar with…
