A new model for assessing brand health. Using pre-purchase metrics to gain insight in a rapidly changing market

The frantic pace of change in today's automotive market requires manufacturers to react quickly to changes in consumer preferences.

A New Model for Assessing Brand Health

Using Pre-Purchase Metrics to Gain Insight in a Rapidly Changing Market

Don DeVeauxAllison-Fisher International LLC, United States

Pat FarrellGlobal Consumer Insights, Ford of Europe, United Kingdom

Colette McLoughlin...