Brand effect

Although manufacturers invest a lot of resources to develop their brand, removing the 'brand effect' is sometimes necessary to get a more objective view of the product characteristics.

Brand Effect

De-coding 'brand washing' at the product development stage

Simon WilsonJaguar, Aston Martin, Land RoverNathalie SanninoandClaudia ChinGoldfarb Consultants

 

BACKGROUND

In an increasingly competitive automotive market, manufacturers invest a lot of time and money in developing products that offer competitive technology and performance, reflect the latest design trend and answer the consumer's slightest needs.

Simultaneously, considerable resource is put into developing brands to the point that the strongest ones stand as a 'short code' for a whole range of characteristics that become auto-suggestive to the potential customer.

It is well known that the brand...

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