Can you charge double and still keep your customers coming back? German appliance manufacturer Miele thinks so. It's a strategy, readily associated with German manufacturing, from hi-fi to industrial machinery, build quality products that last, and you'll win over customers in the long run. They believe a customer impressed with his vacuum cleaner can come back for a washing machine, a tumble dryer, a cooker, or a coffee machine. It's brand loyalty the company is after. And as they like to point out at Miele, no-one enjoys reading a new instruction manual. Despite the fact that a typical Miele machine costs around twice the mid-market standard one, sales are growing year-on-year.
