Final answer:
Continuous brand management is crucial for even invincible brands like General Motors due to global competition, the need for consistent product quality, dynamic consumer preferences, and the changing landscape of advertising.
Step-by-step explanation:
Despite the strength of seemingly invincible brands like General Motors, continuous brand management is essential. Firstly, globalization has broadened market boundaries, bringing intense competition from global car manufacturers such as Toyota, Honda, and Volkswagen, forcing American companies to innovate and stay responsive to consumer preferences.
Secondly, high advertising budgets, while deterring new competitors, are not solely sufficient to maintain brand dominance; consistent product quality and customer trust are also critical. Moreover, consumer preferences are dynamic, and product design must adapt to various stakeholders including regulators and consumers with changing lifestyles.
For example, a company may need to change its toothbrush design frequently to stay competitive, which may frustrate consumers who prefer a stable, consistent product. Nevertheless, this dynamic allows companies to maintain interest and market share in the ever-evolving marketplace. Lastly, with the changing landscape of advertising in post-millennial society, brands must ensure that their messaging is synergistic across different platforms to create a ubiquitous and compelling brand presence, further emphasizing the importance of strategic brand management.
The complete question is: Why do seemingly invincible brands such as General Motors always need to perform brand management well?is: