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Auto Brand: Building Successful Car Brands for the Future
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Amazon.com Product Description (ISBN 0749469293, Paperback)
In Auto Brand, industry researcher and branding expert Dr. Anders Parment discusses how the leading car brands have survived the challenges of globalization, increasing safety requirements, scarce oil supplies, ever-growing competition, and environmental concerns – and thrived. Based on original research, Parment charts the shift from over 40 leading car makers in 1970 to the current 10. The book covers iconic brands such as BMW, the first automobile company to adopt a “modern” approach to branding in the 1990s, and also looks at likely future developments with newer brands such as Kia, Hyundai and brands that have refocused to attract young buyers, such as Mercedes-Benz and Peugeot. Case studies support analysis of the role of the brand in the success and failure of an automobile company. The book also includes data on what car buyers of different ages in metropolitan, intermediate city and rural areas expect and what in terms of products, marketing channels and marketing communications.
(retrieved from Amazon Thu, 12 Mar 2015 18:10:04 -0400)
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