[FatBoy]

Hi,
I'm with the general concensus on this one. A quality brand is thing of great value that takes time to build. However, it takes no time at all to trash it.
A good example of this is the Burberry brand here in the UK. For those who don't already know, Burberry is a brand of high quality clothing and accessories (handbags, belts, hats etc.) The brand has been built over years of careful marketing and quality products at "exclusive" prices. Unfortunately, a certain sector of society have picked up on the Burberry baseball cap as their own. This group has been unaffectionately called "Chavs" and I guess you would call them "poor, white trash", eg. plenty of teenage mothers with multiple minnie Chavs in tow, lots of oversize jewellery, shell suits, crap cars etc.
The result is that the intended market for Burberry goods don't want to be seen dead in it now and Burberry are left wondering what they need to do to recover their image.
Now I'm not suggesting that any potential Kirkham buyer is a Chav, but the last thing you want IMO, are poorly finished cars driving around with rippled bodywork, wearing a Kirkham badge and devaluing the brand as a whole.
Just my 2 pennies worth.
Paul