Aaker, David A.
     Building a brand: The Saturn story.
   California Management Review v36, n2 (Winter 1994):114-133.
     Pub type:  Case Study; Company Profile.

Abstract: In January 1985, Saturn Corp.  was announced by General Motors' (GM)
     Chairman Roger Smith, who called it the key to GM's long-term
     competitiveness, survival, and success as a domestic producer.  Within its
     first 2 years, Saturn created one of the strongest automobile brands.  How
     and why GM was able to accomplish this unique feat is explained.  This
     feat involved creating a world-class product, developing a team-oriented
     organization outside the GM fold, selling the company not the car,
     creating a new retailing strategy and relationship with the customer, and
     a consistent communication effort.  Ironically, Saturn's success raises
     difficult strategic issues as to its future management and its role in the
     future of GM.  The Saturn story is thus not only about how GM created a
     strong brand under adverse circumstances, but about how to handle success.