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 .
197-582: Dodge is an American brand of automobiles and a division of Stellantis North America , based in Auburn Hills , Michigan . Dodge vehicles have historically included performance cars , and for much of its existence Dodge was Chrysler's mid-priced brand above Plymouth . Founded as the Dodge Brothers Company machine shop by brothers Horace Elgin Dodge and John Francis Dodge in the early 1900s, Dodge
394-439: 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
591-469: 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
788-537: 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
985-410: 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
1182-517: A Dodge touring car to keep abreast of army columns and control their movements. During an incident in May, the 6th Infantry reported a sighting of Julio Cárdenas , one of Villa's most trusted subordinates. Lt. George S. Patton led ten soldiers and two civilian guides in three Dodge Model 30 touring cars to conduct America's first motorized military raid at a ranch house in San Miguelito, Sonora . During
1379-636: 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
1576-400: 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
1773-403: 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
1970-463: 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
2167-478: 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
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#17330845983352364-508: 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
2561-412: 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
2758-417: 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
2955-401: 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
3152-1021: 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
3349-472: 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
3546-469: A division of General Motors, Oldsmobile slotted into 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
3743-463: 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
3940-477: 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,
4137-462: 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
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#17330845983354334-435: 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
4531-537: A head in 1979 when Chrysler's new chairman, Lee Iacocca , requested and received federal loan guarantees from the United States Congress to save the company from having to file for bankruptcy. With a Federal Loan in hand, Chrysler quickly set to work on new models that would leave the past behind, while reorganizing to pay the government loan which stood at 29%. The Dodge Mirada was a mid-sized , rear-wheel drive coupe manufactured and marketed by Dodge from
4728-493: A high level of brand equity. Brand owners manage their brands carefully to create shareholder value . Brand valuation 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
4925-578: A larger facility at Hastings Street and Monroe Avenue, which is now a parking garage for the Hollywood Casino (Hastings Street at this location has been renamed Chrysler Service Drive). By 1910 the Dodge Main factory was built in Hamtramck, where it remained until 1979. The Dodge Brothers Motor Company was established in 1913 and by 1914, John and Horace designed and introduced the first car of their own –
5122-507: 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
5319-410: A lower-cost alternative to DeSoto. For 1930, Dodge took another step up by adding a new eight-cylinder line to replace the existing Senior six-cylinder. This basic format of a dual line with Six and Eight models continued through 1933, and the cars were gradually streamlined and lengthened in step with prevailing trends of the day. The Dodge Eight was replaced by a larger Dodge DeLuxe Six for 1934, which
5516-506: 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,
5713-542: A period when Chrysler was in deep financial difficulty. The first fruit of Chrysler's crash development program was the " K-Car ", the Dodge version of which was the Dodge Aries . This basic and durable front-wheel drive platform spawned a whole range of new models at Dodge during the 1980s, including the groundbreaking Dodge Caravan . Lee Iacocca and Hal Sperlich developed their idea for this type of vehicle during their tenure at Ford Motor Company. Henry Ford II rejected
5910-399: 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
6107-462: A refreshing for 1942. However, just after the 1942 models were introduced, Japan's attack on Pearl Harbor forced the shutdown of Dodge's passenger car assembly lines in favor of war production in February 1942. 1941 saw the introduction of Fluid Drive for Dodge cars, which eliminated stalling or bucking if the clutch was released too quickly. This feature put a fluid coupling in between the engine and
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6304-513: A sales leader and a winner on the NASCAR circuit. This style dominated the racetracks for four years and the aerodynamic improvements changed the face of NASCAR racing. Full-size models evolved gradually during this time. After Dodge dealers complained about not having a true full-size car in the fall of 1961, the Custom 880 was hurried into production. The Custom 880 used the 1962 Chrysler Newport body with
6501-424: A single series of six-cylinder models with two trim levels (basic Deluxe or plusher Custom). From 1949 until 1954, Fluid Drive could be combined with "Gyro-Matic," a semi-automatic transmission that reduced (but did not eliminate) the need to shift gears. Styling was not initially Dodge's strong point during this period, but began to change by 1953 under the direction of corporate design chief Virgil Exner . However,
6698-521: A solid reputation for quality and service. They rejected a second contract from Oldsmobile in 1903, to retool their plant to manufacture engines for the Ford Motor Company , which would be in debt to the brothers. The first machine shop where the brothers worked as parts suppliers for Olds and Ford was located at the Boydell Building on Beaubien Street at Lafayette. This location was replaced by
6895-414: 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
7092-407: 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
7289-524: 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
7486-400: 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
7683-509: 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
7880-496: 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
8077-422: 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
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8274-545: 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
8471-490: 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
8668-413: 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
8865-420: 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
9062-403: 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
9259-469: 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
9456-410: 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
9653-421: Is often little to differentiate between several types of products in 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
9850-442: 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
10047-406: 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
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#173308459833510244-564: 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
10441-685: 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
10638-632: 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
10835-574: The Chrysler K platform . The Caravan not only helped save Chrysler as a serious high-volume American automaker, but also spawned an entirely new market segment that supplanted the role of the station wagon: the minivan . By 1981, Chrysler was switching to smaller front-wheel drive designs. However, its older and larger rear-wheel drive Dodge Diplomat (as well as the Chrysler LeBaron and Fifth Avenue) continued to sell. Diplomats built from mid-1988 until
11032-512: 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
11229-502: 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
11426-565: 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
11623-761: 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
11820-535: 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
12017-568: The St. Regis for 1979 following a one-year absence from the big car market. In a reversal of what happened in 1965, the St. Regis was an upsized Coronet. During the following model year (1978), the mid-size Dodge Monaco (which would include its entire Plymouth Fury counterpart lineup as well) would make its final appearance (for all during the remainder of the 1970s). While the Aspen got accolades for styling and handling,
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#173308459833512214-591: The Viper was to be an SRT product, and Ram a standalone marque. In 2014, SRT was merged back into Dodge. Later that year, the Chrysler Group was renamed FCA US LLC , coinciding with the merger of Fiat S.p.A. . The Chrysler Group was integrated into the corporate structure of Fiat Chrysler Automobiles . Subsequently, another merger occurred on January 16, 2021, between FCA and the PSA Group to form Stellantis , making
12411-553: The "B-Body" Coronet and Charger from 1965 until 1978. The 1973 oil embargo caused American " gas guzzler " sales to slump, prompting Chrysler to develop the Dodge Aries K platform compact and midsize cars for the 1981 model year. The K platform and its derivatives are credited with reviving Chrysler's business in the 1980s. One example was the Dodge Caravan . During the 1990s the Dodge Stratus found many buyers along with
12608-474: 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
12805-478: 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
13002-563: The "race-ready" Hemi V8 . To offer a wider range of cars during the 1970s, Dodge partnered with Mitsubishi Motors to marketed their subcompact as the Colt positioned to compete with the AMC Gremlin , Chevrolet Vega , and Ford Pinto . Chrysler would come to rely heavily on their relationship with Mitsubishi. At the same time, Dodge marketed a version of the Plymouth Duster, badge-engineered as
13199-400: 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,
13396-595: 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
13593-625: The 1950s), 35 horsepower engines versus the Model T's 20 horsepower, and sliding-gear transmission (the best-selling Model T retained an antiquated planetary design until its demise in 1927). John Dodge was quoted as saying, "Someday, people who own a Ford are going to want an automobile." The company garnered a reputation for the highest quality truck, transmission, and motor parts supplied to other successful vehicles, and Dodge Brothers cars were ranked second in U.S. sales as early as 1916. That same year, Henry Ford stopped paying stock dividends to finance
13790-623: 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
13987-569: 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
14184-503: The 1961 Dodge front end and interior. The 880 continued into 1965, the year a completely new full-size body was put into production, the Polara entered the medium price class and the Monaco was added as the top series. The Polara and Monaco were changed mostly in appearance for the next ten years or so. Unique " fuselage " styling was employed from 1969 through 1973 and then was toned down again for
14381-568: The 1974 through 1977 models. Dodge targeted the muscle car market of the late 1960s and early 1970s. Along with the Charger, models like the Coronet R/T and Super Bee were available for buyers seeking performance. Dodge entered the pony car market segment with the Challenger coupe and convertible for the 1970 model year. They were available with economy I6 engines and numerous trims and options up to
14578-480: 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
14775-531: The 1980 through 1983 model years, sharing the Chrysler J platform along with its badge engineered variants, the second generation Chrysler Cordoba and the Imperial . Production of the Mirada reached just under 53,000 units, staying relatively unchanged over four years of production, except for paint colors and engines. The Mirada was marketed as a sporty personal luxury car with limited advertising and marketing during
14972-482: The 1989 model year. Although sales were strong, Chrysler CEO Lee Iacocca held a low opinion of the M-body line as a relic of the pre-K car era and declined to invest any money in them. Dodge would not market another truly full-size car (at least based upon United States Environmental Protection Agency (EPA) passenger volume statistics) until the Monaco debuted as a 1990 model. Brand The practice of branding—in
15169-510: 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),
15366-606: 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
15563-470: The Aspen's rush to market when they saw their cars experience severe body rust within a couple of years on the road; engine and drive train problems plagued the Aspen/Volare twins, and although the problems were largely worked out within a few years, the final Aspens were the 1980 models. This car was available with either a 225 cubic-inch Slant Six or a small block V8 displacing 318 or 360 cubic inches. 1976
15760-581: 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,
15957-632: The British and the Commonwealth militaries, over three-quarters of which were 3-ton trucks to be used in the CMP role . Dodge readily built upon the reputation of the WC-series for itself, by carrying it over into civilian models after the war, beginning with the successful Power Wagon , introduced with minimal modification almost immediately after the war, in 1945, for the 1946 model year. Civilian production at Dodge
16154-576: The Chevrolet Corvette and Pontiac Trans Am, and found its top speed of 121.6 mph (195.7 km/h) to be second to the Corvette's 124.5 mph (200.4 km/h). Dodge's replacement for the Dart was the Aspen, introduced in mid-1975 as a 1976 model. This new design featured lighter weight resulting in slightly improved fuel economy; it also had more interior and trunk room than the Dart. Front suspension
16351-659: The Dart to do battle against Ford, Chevrolet, and Plymouth. The result was that Dodge sales in the middle price class collapsed. Special and regional models were sold as well, including the LaFemme (a white and orchid-trimmed hardtop marketed toward women) and the Texan, a gold-accented Dodge sold in the Lone Star State. 1957 saw the introduction of a new automatic transmission, three-speed TorqueFlite. Both PowerFlite and TorqueFlite were controlled by mechanical push-buttons until 1965. 1956 saw
16548-613: 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
16745-654: The Dodge Demon . It was inexpensive, but with I6 and V8 engines, the Demon could not achieve the fuel economy of the four-cylinder Colt. The Demon sold in much fewer numbers than the Duster. The 1973 oil crisis caused significant changes at Dodge, as well as Chrysler as a whole. Except for the Colt and Slant Six models of the Dart, Dodge's lineup was viewed as uneconomical. Although this problem affected American automakers, Chrysler did not have
16942-536: The Dodge Brothers vehicles won acclaim for their durability in military service. First with the U.S. Army's Pancho Villa Expedition , during the 1910s U.S. Mexico Border War —the U.S. military's first operation to use truck convoys. General "Blackjack" Pershing procured a fleet of 150 to 250 Dodge Brothers vehicles for the Mexico campaign. Touring cars were used as staff and reconnaissance vehicles. Pershing himself used
17139-444: The Dodge brothers to supply a wide range of components for his original Model A (1903–04) comprising the entire chassis: Ford needed to add only the body and wheels to finish the cars. Henry offered the Dodge brothers a 10% share in his new company in return for $ 10,000 worth of goods ($ 366,240 in 2023 dollars). In 1902, the brothers won a contract to produce transmissions for Ransom E. Olds ' company, Oldsmobile upon which they built
17336-637: The Dutch-domiciled automaker the second largest in Europe , after Volkswagen . Horace and John Dodge founded the Dodge Brothers Company in Detroit in 1900, and quickly found work manufacturing precision engine and chassis components for the city's growing number of automobile firms. Chief among them were the established Olds Motor Vehicle Company and the new Ford Motor Company . Henry Ford selected
17533-591: The Graham branch took charge of all of Dodge's truck manufacturing. Briefly – until the purchase by Chrysler – all trucks were Graham badged. A total of 60,000 trucks were built in 1927. The three Graham brothers, Robert, Joseph and Ray, assumed management positions in Dodge Brothers before departing early in 1927. The brothers established the Graham-Paige company to build a new line of Graham passenger cars. Despite this, Dodge Brothers' sales had dropped to thirteenth place in
17730-474: 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
17927-565: The Plymouth Satellite Sebring. The Charger SE (Special Edition) was the only model offered. It came with a wide variety engines from the 318 cu in (5.2 L) "LA" series small block V8 to three versions of 400 cu in (6.6 L) big block V8. The standard engine was the 360 cu in (5.9 L) 2-bbl small block, along with the code E58 4-bbl and dual exhaust high-performance version (225 hp) available as an option. Sales in 1975 amounted to 30,812. 1976
18124-467: The Plymouth. For 1954, sales dropped, and the stubby styling did not go over well with the public. 1954 also saw the introduction of the fully automatic PowerFlite transmission. Chrysler borrowed $ 250 million ($ 2,518,310,099.13 in 2021 Dollars) from Prudential in 1954 to finance expansion, acquisition, and updating the outdated styling of their car lines that contributed to Chrysler's failure to benefit from
18321-602: 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
18518-575: 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
18715-613: The United States military's primary supplier of light-wheeled vehicles until the U.S. joined the Second World War . Dodge Brothers cars continued to rank second place in American sales in 1920. However, the same year John Dodge died of pneumonia in January. His brother Horace then died of cirrhosis in December of the same year (reportedly still grieved over the loss of his brother, to whom he
18912-476: 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
19109-545: 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
19306-515: 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
19503-427: 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
19700-401: 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
19897-412: 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,
20094-413: 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
20291-425: 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
20488-400: 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
20685-480: 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
20882-509: 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,
21079-455: 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
21276-473: The build quality was problematic, sullying the car's reputation at a time when sales were desperately needed. It was noted for having problems with its carburetors which resulted in frequent stalling. The Aspen also had difficulties in starting, even after leaving the engine off for several minutes. This resulted in several recalls. The Dodge Magnum was introduced for 1978 to supplement the Dodge Charger . It
21473-607: 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,
21670-526: The cars contributed to Chrysler's financial woes at the time, but when the company requested federal assistance, the Omni was an important piece of evidence that they were attempting to compete with imports and build small, fuel-efficient cars and might be worth saving. For the three years leading up to the introduction of Chrysler's K-cars , the Omni/Horizon was Chrysler's best-selling model line. Everything came to
21867-480: The clutch, although the driver still had to shift gears manually. Chrysler was prolific in its production of war materiel , especially from 1942 until 1945. Dodge in particular was well known to both average citizens and thankful soldiers for their tough military-spec light trucks and WC54 ambulances. Dodge America – on paper under the Fargo Trucks name (in U.S. government contracts) – built over 400,000 trucks for
22064-460: 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
22261-447: 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
22458-463: 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
22655-619: The construction of his new River Rouge complex , and the Dodges filed a suit to protect their annual dividends of approximately one million dollars, leading Ford to buy out his shareholders. The Dodges were paid some US$ 25 million.($ 700,000,000 in 2023 dollars) They had already earned $ 9,871,500 ($ 276,402,000 in 2023 dollars) in dividends making a total return of $ 34,871,500 ($ 976,402,000 in 2023 dollars) on their original $ 10,000 ($ 280,000 in 2023 dollars) investment. The Ford contract set them up for life, but they never got to spend it. Also in 1916,
22852-501: 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
23049-505: The deluxe Coronet series, introduced for 1949, offered extra luxury as the top-of-the-line. The Coronet Diplomat, Dodge's first pillarless hardtop coupe, was new for 1950, at least one year before Ford, Plymouth, and other popular car makes offered it. At the same time, Dodge also introduced its first V8 engine – the Red Ram Hemi, a smaller version of the original design of the famed Chrysler Hemi . The new 1953 bodies were smaller and based on
23246-508: The division's top sellers for many years. Chrysler made an ill-advised move to downsize the Dodge and Plymouth full-size lines for 1962, which resulted in a loss of sales. However, they turned this around in 1965 by turning those former full-sizes into "new" mid-size models; Dodge revived the Coronet nameplate in this way and later added a sporty fastback version called the Charger that became both
23443-508: 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
23640-401: 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
23837-451: The end of production were among the first Chrysler-built products to have a driver's side airbag as standard equipment, some two model years before the remainder of Chrysler's lineup (they were also among the only cars at the time to offer a tilt steering column with an airbag). As the 1980s progressed, fewer private customers purchased the Diplomat, and the M-body was eventually dropped during
24034-580: The ensuing firefight, the party killed three men, with one identified as Cárdenas. Patton's men tied the bodies to the hoods of the Dodges, returning to headquarters in Dublán and an excited reception from US newspapermen. Subsequently, some 12,800 Dodge cars and light trucks were used in World War I —over 8,000 touring cars, as well as 2,600 commercial vehicles, such as screen-side trucks and panel vans—serving primarily as ambulances and repair trucks. Dodge remained
24231-516: 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
24428-414: 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,
24625-448: 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
24822-550: 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
25019-426: 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
25216-400: The four-cylinder Dodge Model 30-35 touring car. Marketed as a slightly more upscale competitor to the ubiquitous Ford Model T , it pioneered or made standard many features later taken for granted, such as all-steel bodies. The vast majority of cars worldwide still used wood-framing under steel panels, Other innovations were 12-volt electrical systems (6-volt systems would remain the norm until
25413-642: 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
25610-423: 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
25807-751: The idea (and a prototype) of a minivan in 1974. Iacocca followed Sperlich to Chrysler, and together they created what was internally designated the T-115 minivan – a prototype that was to become the Caravan and Voyager, known in initial marketing as the Magic-wagons. Chrysler introduced the Dodge Caravan and the Plymouth Voyager in November 1983 for the 1984 model year, using the Chrysler S platform , an extended derivative of
26004-532: The industry by 1927 selling the Dodge Fast Four , and Dillon, Read began looking for someone to buy the company. Dodge was sold to the new Chrysler Corporation in 1928 in a stock transfer instead of cash for $ 170 million ($ 3,016,511,628 in 2023 dollars) who had attempted to purchase Dodge two years earlier. Chrysler successfully purchased Dodge to gain the Dodge Factory and dealership network to better compete in
26201-436: 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
26398-483: The introduction of the 4-door pillarless hardtop (the same year most other makes offered this body style) in all three Dodge series, Custom Royal, Royal, and Coronet. Dodge's pillarless models were all badged "Lancer." Dodge entered the compact car field for the 1961 model year with the Lancer , a variation on Plymouth's Valiant . It was not initially successful but the successor, the 1963 Dart range would prove to be one of
26595-404: 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
26792-643: The larger Dodge Intrepid . The Dodge brand continued through multiple ownership changes of Chrysler Corporation from 1998 until 2009. These included its merger with Daimler-Benz AG between 1998 and 2007. Chrysler was subsequently sold by Daimler-Benz to Cerberus Capital Management . It went through the effects of the 2008–2010 automotive industry crisis on the United States resulting in the Chrysler Chapter 11 reorganization and ultimately being acquired by Fiat . In 2011, Dodge and its sub-brands, Dodge Ram and Dodge Viper , were separated. Dodge announced that
26989-430: 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
27186-419: 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
27383-526: The low-priced car field against Ford and Chevrolet, and in one year Dodge progressed from thirteenth place in sales to seventh place by 1928. On January 2, 1929, Chrysler announced that the Graham Badge was dropped, and Chrysler was now building Dodge Brothers trucks. To fit better the Chrysler Corporation lineup, alongside low-priced Plymouth and medium-priced DeSoto , Dodge's lineup for early 1930
27580-473: 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
27777-540: 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
27974-465: 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
28171-400: 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
28368-478: 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
28565-569: 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 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
28762-433: 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
28959-579: 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
29156-549: 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
29353-627: The new Senior six-cylinder line was introduced. The four-cylinder line was renamed the Fast Four line until it was dropped in favor of two lighter six-cylinder models (the Standard Six and Victory Six) for 1928. On October 1, 1925, Dodge Brothers, Inc., acquired a 51% interest in Graham Brothers , Inc., for $ 13 million ($ 225,859,583 in 2023 dollars) and the remaining 49% on May 1, 1926. Haynes purchased all of Graham's truck production, and in 1926,
29550-415: 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
29747-755: The next model year (1977), the mid-size Dodge Coronet would be renamed Monaco , which would be given stacked rectangular headlights and other minor cosmetic changes, that would provide a prompt sales boost. The Coronet and Charger were effectively replaced by the Diplomat for 1977, which was a fancier Aspen. Also, during that same model year, the full-size Dodge Monaco would be renamed Dodge Royal Monaco, which would appear for just one model year only and after that, both Dodge and Plymouth (which would include Dodge Royal Monaco's entire Plymouth Gran Fury counterpart line up as well) would discontinue all production of any more full-size models. It lost sales every year until replaced by
29944-526: The number of models imported from Japanese partner Mitsubishi starting in 1971: first was a smaller Colt (based on Mitsubishi's Galant line), then a revival of the Challenger ( Dodge Challenger ) in 1976 as a compact two-door hardtop with a four-cylinder engine. The 1975 model year had the Dodge Charger and Chrysler Cordoba share the same new body based on the B platform . The Chrysler Cordoba had replaced
30141-421: 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 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
30338-466: 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
30535-401: The postwar boom as GM and Ford were. Exner led the development of the new corporate " Forward Look " styling of 1955, beginning a new era for Dodge. With steadily upgraded styling and ever-stronger engines every year through 1960, Dodge found a ready market for its products as America discovered the joys of freeway travel. This situation improved when Dodge introduced a new line of Dodges called
30732-657: The practice of branding livestock to deter theft. Images of 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
30929-473: 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
31126-580: The previous years had clear lenses with amber-colored bulbs. The Dart Sport 360 was dropped as a separate model in 1976, but the 360 cu in (5.9 L) four-barrel, dual exhaust (without catalytic converters) V8 was a $ 376 option (except in California) for the $ 3,370 Dart Sport V8 models with automatic transmission. Car & Driver magazine tested the Dart Sport 360 in the April 1976 issue, pitting it against
31323-513: 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
31520-599: The product, the consumer lifestyle, and the endorser is important for the effectiveness of brand communication. Oldsmobile#Early history 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
31717-425: The resources to respond to the changes in the marketplace. While General Motors and Ford began downsizing their largest cars, Chrysler (and Dodge) were slow to make change. Chrysler was able to use some of its other resources. Borrowing the recently introduced Chrysler Horizon from their European division , Dodge was able to get its new Omni subcompact on the market fairly quickly. At the same time, they increased
31914-435: 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
32111-500: The sale of bonds was able to raise $ 160 million ($ 2,779,810,247 in 2023 dollars), reaping a $ 14 million (net) profit ($ 243,233,397 in 2023 dollars). All voting stock was retained by Dillon, Read. Frederick Haynes remained as company head until E.G. Wilmer was named board chairman in November 1926. Wilmer was a banker with no auto experience and Haynes remained as president. Changes to the car, save for superficial things like trim levels and colors, remained minimal until 1927, when
32308-461: The same year, perhaps weakened by the Spanish flu, but the cause of death was cirrhosis of the liver. Their company was sold by their families to Dillon, Read & Co. in 1925 before being sold to Chrysler in 1928. Dodge's mainstay vehicles were trucks , full-sized passenger cars through the 1970s, and it also built compact cars such as the 1963 through 1976 Dart and midsize as well as such as
32505-416: The so-called "Wind Stream" look for 1935. This was a mild form of streamlining , which saw sales jump remarkably over the previous year (even though Dodge as a whole still dropped to fifth place for the year after two years of holding down fourth). Dodge did not share the radical Airflow styling that was the cause of depressed sales of Chryslers and DeSotos from 1934 until 1937, as a passenger sedan, but it
32702-550: 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 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
32899-456: 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
33096-502: The third-best-selling automaker to seventh place in the U.S. market. Dodge Brothers expanded its truck line and became a leading builder of light trucks. After expanding production capacity, Haynes signed a contract in 1921 for Dodge's large dealer network to exclusively market trucks with bodies built by Graham Brothers of Evansville, Indiana. The Graham truck line from then on used only Dodge-built chassis, from 1-ton to 3-ton capacity, and Dodge kept making light-duty trucks. Development
33293-476: 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
33490-439: The war, in its nearly new (1938) Warren truck plant at Mound Road, near Detroit, Michigan. Starting with the quickly converted VC and VF-series of 1940, Dodge built mostly light 4x4, but also light-medium 6x6 WC-series trucks , that evolved out of the VC-series. Smaller numbers of other models were built for China and Russia under Lend-Lease . Additionally, Chrysler Canada was enlisted to crank out another 180,000 Dodge trucks for
33687-400: 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
33884-417: 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
34081-405: Was a new design; it featured transverse-mounted torsion bars which not only improved ride, but cornering as well. Its boxy styling gave the impression of a larger car. However, sales had to be shared with the virtually identical Plymouth Volare. Both cars were available in coupe, sedan, and station wagon body styles, and in both base and deluxe trim. Despite its virtues, customers soon found out about
34278-461: 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
34475-449: 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,
34672-423: 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
34869-424: 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;
35066-404: Was dropped for 1935. A long- wheelbase edition of the remaining Six was added for 1936 and would remain a part of the lineup for many years. To enhance production, in 1932 Chrysler built a factory in Los Angeles, California where Chrysler, DeSoto, Dodge, and Plymouth vehicles were built until the factory closed in 1971. The Dodge line, along with most of the corporation's output, was restyled in
35263-418: 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,
35460-516: Was nearly 3,900 lb (1,800 kg). The Omni and Horizon were introduced at a critical time since the company was on the brink of bankruptcy and sought government support to survive. In 1978, Chrysler beat Ford and General Motors to the market with a domestically produced front-wheel drive car to challenge the VW Rabbit . However, the L-bodies miscarried at first, since 1978 was a year of strong sales for larger cars and demand for compacts and subcompacts noticeably shrank. These initial poor sales of
35657-797: 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
35854-485: Was originally a supplier of parts and assemblies to Detroit -based automakers like Ford . They began building complete automobiles under the "Dodge Brothers" brand in 1914, predating the founding of the Chrysler Corporation. The factory located in Hamtramck, Michigan was the Dodge main factory from 1910 until it closed in January 1980. John Dodge died from the Spanish flu in January 1920, having lungs weakened by tuberculosis 20 years earlier. Horace died in December of
36051-444: 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
36248-421: Was restarted by late 1945, in time for the 1946 model year . The " seller's market " of the early postwar years, brought on by the lack of any new cars throughout the war, meant that every automaker found it easy to sell vehicles regardless of any drawbacks they might have. Like almost every other automaker, Dodge sold lightly facelifted revisions of its 1942 design through the 1948 season. As before, these were
36445-487: Was sold in two forms, the "XE" and the "GT" and was the last vehicle to use the long-running Chrysler B platform . The appearance was somewhat of a rounded-off Charger and was in response to getting a car that would be eligible for NASCAR that would be more aerodynamic, something that the 1975–1978 Charger was not. Styling features included four rectangular headlights behind retractable clear covers, with narrow opera windows , and an optional T-bar or power sunroof. The Magnum
36642-442: Was stagnating, and sales dropped Dodge Brothers to fifth place in the industry by 1925. That year, the Dodge Brothers company was sold by the widows to the investment group Dillon, Read & Co. for no less than US$ 146 million which at the time was the largest cash transaction in history ($ 2,536,576,850 in 2023 dollars). Dillon, Read & Co. offered non-voting stock on the market in the new Dodge Brothers firm, and along with
36839-459: Was the Dart's final year in the North American market. The rear-view mirror was mounted on the windshield rather than from the roof. Front disc brakes became standard equipment on January 1, 1976 in accord with more stringent U.S. federal brake performance requirements, and a new foot-operated parking brake replaced the under-dash T-handle used since the Dart's 1963 introduction as a compact car. The grille's parking lamps were cast in amber , whereas
37036-435: 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
37233-411: Was the final model year for the Dodge Coronet, at least so far as the name Coronet went, also its body style choices were relegated to just only two four-door models, the four-door wagon and the four-door sedan. The former Dodge Coronet 2-door model, which appeared for just the previous model year was replaced by the Dodge Charger Sport 2-door model, which, itself, appeared for only one model year. During
37430-531: 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
37627-420: 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
37824-403: 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),
38021-428: 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
38218-511: Was trimmed down to a core group of two lines and thirteen models (from three lines and nineteen models just over a year previous). Prices started just above DeSoto but were somewhat less than top-of-the-line Chrysler , in a small-scale recreation of General Motors' "step-up" marketing concept . (DeSoto and Dodge would swap places in the market for the 1933 model year, Dodge dropping down between Plymouth and DeSoto.) As Plymouth cars were sold at Chrysler dealerships, Dodge branded vehicles were sold as
38415-468: Was used on commercial trucks for a short time. Dodge (along with the rest of Chrysler) added safety features such as a smooth, flat dashboard with no protruding knobs, curved in-door handles, and padded front-seat backs for the benefit of the rear-seat occupants. Another major restyle arrived for the 25th-anniversary 1939 models, which Dodge dubbed the Luxury Liner series. These were once again completely redesigned, with new bodies for 1940, again in 1941, and
38612-429: Was very close). With the loss of both founders, the Dodge Brothers Company was left in the hands of their widows, Matilda Dodge Wilson and Anna Thompson Dodge , who promoted long-time employee Frederick Haynes to the presidency. During this time, the Model 30 was evolved to become the Series 116 (retaining the same basic construction and engineering features). As the 1920s progressed, Dodge gradually lost its ranking from
38809-408: Was well-featured with power steering, brakes, and seats; the suspension included Chrysler's standard adjustable, longitudinal torsion bars, lower trailing links, and front and rear anti-sway bars. The base engine was the 318 cu in (5.2 L) V8 with Lean-Burn , while two and four-barrel carbureted 360 cu in (5.9 L) and 400 cu in (6.6 L) V8s were optional; weight
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