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<blockquote data-quote="GordoJay" data-source="post: 1736226" data-attributes="member: 39584"><p>It's totally logical and defensible on the logic. But people aren't logical. The entire pseudoscience of economics comes to grief on this one fact. The Raptor has incredible name recognition. It's iconic, one word, short and sweet, with a vivid image associated with it. From a branding standpoint, it's exactly where you want to be. No one really thinks about the Raptor as an F-150 except for a few pedantic car geeks. Trying to leverage that across product lines is risky because you risk losing everything you've achieved. When you have a family, F-150 Raptor, Ranger Raptor, Bronco Raptor, whatever, the consumer doesn't have a single vivid image in their mind any more. Instead they have a poorly imagined group of vehicles and a vague idea that "Raptor" means something about off road s**t. It's the very definition of dilution. The attempt to extend the halo often results in losing the halo altogether.</p><p></p><p>Ranger Raptor was a mistake, but at least they didn't compound it by selling it here. Bronco Raptor? Is it a Bronco? Is it a Raptor? WTF? Let's confuse potential customers and see how that works out. Let's make people say "F-150 Raptor" instead of "Raptor". Really? Ford is playing with fire. I sure hope they know what they're doing.</p></blockquote><p></p>
[QUOTE="GordoJay, post: 1736226, member: 39584"] It's totally logical and defensible on the logic. But people aren't logical. The entire pseudoscience of economics comes to grief on this one fact. The Raptor has incredible name recognition. It's iconic, one word, short and sweet, with a vivid image associated with it. From a branding standpoint, it's exactly where you want to be. No one really thinks about the Raptor as an F-150 except for a few pedantic car geeks. Trying to leverage that across product lines is risky because you risk losing everything you've achieved. When you have a family, F-150 Raptor, Ranger Raptor, Bronco Raptor, whatever, the consumer doesn't have a single vivid image in their mind any more. Instead they have a poorly imagined group of vehicles and a vague idea that "Raptor" means something about off road s**t. It's the very definition of dilution. The attempt to extend the halo often results in losing the halo altogether. Ranger Raptor was a mistake, but at least they didn't compound it by selling it here. Bronco Raptor? Is it a Bronco? Is it a Raptor? WTF? Let's confuse potential customers and see how that works out. Let's make people say "F-150 Raptor" instead of "Raptor". Really? Ford is playing with fire. I sure hope they know what they're doing. [/QUOTE]
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