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4. Steroid-level brand strength
4. 強(qiáng)勢品牌
It's equal parts clarity, commitment, authenticity, and relevance -- and Germans are hip deep in it. Mercedes-Benz has been downsizing since the 1950s and has struck some wrong notes (Anybody remember a three-door hatchback from a few years back called the C230?) but nobody is confused about what a Mercedes is. Ditto Porsche, despite its detours into SUVs and sedans. All four marques rank among the world's top global brands -- the most from any single country.
德國人深知，要打造強(qiáng)勢品牌，就要對品牌清晰度、品牌長期承諾性、品牌血統(tǒng)純正度和品牌相關(guān)性同等重視。雖然梅賽德斯奔馳的規(guī)模從上世紀(jì)50年代以來一直在不斷收縮，而且它也做出過一些錯(cuò)誤的決策（比如還有人記得幾年前奔馳曾經(jīng)推出一款叫做C230的三門掀背車嗎？），但絕對不會有人把奔馳的汽車和別的汽車混淆。保時(shí)捷也是如此，雖然它既做SUV也做轎車。德國車的四大品牌都排在全球最佳品牌榜的前列，沒有一個(gè)國家能出其右。
