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This essay sheds light on the the uniqueness of Subaru's customer focus that competitor brands are unable to match which has rendered Subaru a highly profitable brand with strong brand loyalty, lucrative brand equity, and growing global brand recognition. Subaru's slew of competitive advantages have allowed Subaru to substantially build their brand equity and secure the lifetime values of loyal Subaru customers. Subaru is a prominent brand in the automobile industry that has financially triumphed over their direct competitors even in the midst of recession when their directs competitors have filed for bankruptcy and have become unprofitable companies. In stark contrast to its competitors, Subaru has established itself as a dominant brand as a result of having strong brand loyalty, lucrative brand equity, and substantial brand recognition. The loyalty of their ardent customers has allowed Subaru to remain a highly profitable brand by being to attain enormous profitability by charging their customers exorbitant premium prices for their Subaru vehicles. Subaru has proven to be a profitable brand as a result of catering to the needs and desires of their target market. ''The mass premium sector of the Australian automotive market is choked with quality European and Asian brands offering largely interchangeable features and benefits. Subaru stands apart from its peers because of its all four wheel drive technology, that comes standard on every vehicle it sells. This product truth forms the basis of the brand's lasting competitive advantage. Subaru's most devoted customers love the brand's dependability and spirited handling that flows from its clever all-four engineering. But to attract its next wave of customers, with far less interest in what lies under the hood, Subaru needs to tell a more emotional story that extends beyond engineering, into the total ownership experience. Subaru had devoted itself to the safety and enjoyment of those that drive its cars ( subaru australia, 2011). Subaru demonstrates consistency in conveying its brand image and value proposition to their customers across their marketing campaigns and car dealerships. Subaru has established cemented itself as a highly customer oriented brand in the minds of their target market. One can conclude that the notion of vehicular safety has been embedded in the minds of the consumer as being associated with the Subaru brand.

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