Brands of the highest stature are likely
to be those that coincide with a company's own name. No matter
how efficient producers become, consumers relate to "names"
in the same way as the author of an old Brazilian bossa nova
song: "There's no patent on love; but you have a trademark
on my heart."
BMW
gives all its cars numbers, not names - so you always buy "BMW".
It also checks that the dealers and stations that sell or service
BMWs are clean; it sells expensive leather jackets and briefcases
to expensive looking drivers. Proud owners are left with a feeling
that they have joined some sort of elite.
