Brand Effect

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

Simon Wilson
Jaguar, Aston Martin, Land Rover
Nathalie Sannino
and
Claudia Chin
Goldfarb 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 can influence the consumer's perception of products. Similarly, the product characteristics can also have, over a longer period of time, a positive or negative impact on the primary brand.