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

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 IS A LONG-TERM VISION

The concentration on the premium automotive market is clearly one of the factors of success of the BMW Group. This market segment has experienced constantly growing sales figures in the past years. However, the competition for the global premium customer is becoming increasingly intense.

In the premium automotive market the definition of a clear brand mission and based on this, the establishment...

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