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Thanks for the feedback guys! Bobby and I were both reading your responses yesterday before leaving our office. We feel we do a pretty good job of building our brand within the community and do our best to try and promote ourselves an our brand online as well.  We are very pro active and have pages on our websites dedicated to some of our involvement, our blog, testimonials, etc.  All in an effort to try and reach more people with the who we are what we do message. We are working on getting more video testimonials up every day! I checked out the priority auto group website and compared it to the checkered flag site as well.   I definitely see what your getting at (thanks Alex!). I don't think we go as far as priority with our value added, (to where our customers don't recognize Preston and only lifetime warranty) but in our area its kind of hard not to have a value added. Heres why we think so... We are surrounded by some other dealers who are insistent on pricing their new vehicles so low that it almost doesn't make sense to sell them! With our value added we can sometimes justify having a little higher price and it gets peoples interest who's main concern isn't price only. If we do away with value added, there surely is a large number of people, like you say, who will buy from us just because of the Preston brand. On the other hand, when I'm trying to reach those new customers who are unfamiliar, and dealer B and C are into holdback and I'm a few hundred over with no value package, where do I stand? If im not going blow new cars out the door or offer the "freebie" what can I do as far as our own branding that is going to make Preston so strong that people wont care about anything else. I guess thats the real question!  Also Jeff, If you don't mind, take a look at my site.  Its www.prestonhonda.com when you said "Does your dealer have a "Brand" first and are these the extras that you provide when you do business OR are you only known as the Freebie Dealer?" Would you say that my value package is my "brand" and the lifetime warranty is the "freebie".  That would help me differentiate between what we we may be able to do away with and what you would consider "our brand".  Thanks again guys.  We are working hard over here to be the most relevant dealer in our area and appreciate all the words of wisdom!