brands

How impor­tant is a brand’s her­itage? I’d say it depends on the prod­uct cat­e­gory. With auto­mo­biles, for instance, evi­dence indi­cates that a brand’s her­itage does play a part in the buy­ing deci­sion. For a now rapidly dwin­dling seg­ment of elderly car buy­ers who fondly recall the grand old Gen­eral Motors (GM) brand in its heyday, […]