Car brands: The road to riches fuelled by brand power
Peter Walshe and Nick BullMillward Brown, UK
Introduction
Members of the automotive marketing community have long debated the secret to brand success.
This debate has risen to the top of management agendas in the past few years where concerns are growing about the very future of some of the European continent's biggest automotive manufacturers.
Many marketing practitioners assert that differentiation is the key factor. Others maintain that salience is uppermost during critical purchase moments, while a significant group believes that great marketing builds positive consumer sentiment by...