Brand effect

Although manufacturers invest a lot of resources to develop their brand, removing the 'brand effect' is sometimes necessary to get a more objective view of the product characteristics.

Brand Effect

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

Simon WilsonJaguar, Aston Martin, Land RoverNathalie SanninoandClaudia ChinGoldfarb Consultants



In an increasingly competitive automotive market, manufacturers invest...