Brand intelligence - an integrated brand research approach from around the world

Alexandra Stein and Wolfgang Breyer

This paper will demonstrate how a comprehensive system of different market research study approaches can be used to gain in-depth insights into the complex phenomenon of a premium automotive brand.

Brand intelligence – an integrated brand research approach from around the world

Alexandra SteinBrand and Communication Research, GfK Marktforschung, Germany.

Wolfgang BreyerImage and Communication Market Research, BMW Group, Germany.

A PREMIUM BRAND...

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