Influence of Brand Positioning on the Strengths of Premium Automotive Brands
Results of an empirical study
Alexandra SteinGfK Marktforschung andUwe EllinghausBMW Group
- 'Owning a word in prospect's mind is the most powerful business concept in the world.' Al Ries
INTRODUCTION
It is no secret that the brand is increasingly becoming the most important asset in business. In the premium automobile market there are similar developments to those in many other markets: strong competition, highquality as a standard and increasingly technical homogeneity make it difficult for the manufacturer...