Gm Warms Up The Branding Iron

Once and for all, it aims to give each car a clear identity

In its heyday half a century ago, when Alfred P. Sloan Jr. strove to build "a car for every purse and purpose," General Motors Corp. created some of the strongest brand names in the industry. Back then, if you said the word "Pontiac," any consumer in the country could tell you what kind of person drove it. But decades of fuzzy marketing and lookalike models from competing GM divisions have blurred those brands.

To continue reading this article you must be a Bloomberg Professional Service Subscriber.