A long time ago, I wrote an article for the local Chamber of Commerce publication discussing how Silver Oak Winery had such a strong brand for its Cabernet that it did not want to use it for its Merlot. The article can be found here: http://www.mcclimanlawfirm.com/pdf/June.2004-ICC%20Article.pdf
Recently, Nissan has done something similar with its Datsun brand. For those of you who are old enough to remember the Datsun 240, 260, and 280Z or the Datsun 510, you may remember the seemingly strange decision by Nissan to phase out the Datsun brand. Indeed, even now several auto makers have a multitude of lines of brands (Toyota/Lexus, Cadillac/Chevrolet/GMC/Buick, Ford/Lincoln, etc.). Even Nissan reversed course and began selling its luxury cars under the Infinity brand just a few years after it phased out the Datsun brand.
Well, now after over 30 years in hibernation (since 1981), the Datsun brand is coming back. Albeit, Nissan is limiting the Datsun brand to developing markets because the Datsun vehicles will be small, inexpensive cars made to appeal to those markets. Nissan certainly does not want its no frills vehicles tarnishing or lessening the reputation of the Nissan name. Now, for those of you who may pine for the 240-280Z, you will be sad to hear that Nissan does not plan to bring back those cars any time soon.
Just another example of how one's own marketing strategies or branding can come full circle. It is always a good idea to evaluate your brands to ensure that they are as strong as a Cabernet.
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