Brand Contribution of Car Body Types in the Premium Automotive Market
Results of an empirical study
Ralf RodepeterBrand and Communication Research, GfK Marktforschung, Germany
Alexandra SteinImage and Communication Market Research, BMW Group, Germany
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, high-quality as a standard and increasingly technical homogeneity make it difficult for the manufacturer to gain competitive advantages solely through real product characteristics. In such a competitive environment the necessary differentiation...