Daewoo. Using research to build a brand, not just assess it

Phil Garthside and Rachel Walker

Daewoo's launch into the United Kingdom has been the most successful since records began. This has been achieved by breaking many of the long-established rules of car marketing, one of which concerns the role of research.

Daewoo. Using research to build a brand, not just assess it.

Rachel Walker, Duckworth Finn Grubbs Waters Ltd, United Kingdom, andPhil Garthside, Daewoo cars, United Kingdom.

INTRODUCTION

Conventionally, market research is used to assess a brand's performance. The role of this paper is to look at market research in a different way – to see it as a building block in a brand's development.

DAEWOO'S BEGINNINGS IN THE UNITED KINGDOM

Although Daewoo has had remarkable success in the United Kingdom, being awarded a host of awards including Marketing Society's 1995 durables brand of the year, Campaign's...

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