A manufacturer creates an image but in the end, the consumer owns the brand. It’s defined only in his or her mind. They determine prices and if the price doesn’t reflect the value we provide, we end up discounting it. We want our brand to be indispensable to customers. All employees must be committed to that one goal. By maximizing brand value, we create Mazda fans and in turn our business grows and corporate value is maximized. Brand is now central to Mazda.