Changing brand associations with performance predictors

Performance predictors can be employed to change an unwanted brand association. For example, Hyundai has pursued the ‘budget’ position for many years, however consumers were questioning their product quality.

Hyundai cleverly employed a couple of performance predictors (extended 5 year warranty as standard and 24-hour test drives) to rectify this unwanted brand association.

Such a strategy requires the 'brand managers' to walk a thin line between overcoming the negative brand association and not detracting from the brand position. In the case of Hyundai, you do not want consumers to perceive that Hyundai is moving from 'budget' from to 'quality'.