Brand knowledge - the journey is the destination

This paper addresses the challenge some automotive manufacturers face in building brand knowledge and identifies ways of overcoming this hurdle.

Brand knowledge – the journey is the destination

Melanie BrenninkmeyerToyota Motor Europe, Belgium

Chris DavisGfK NOP, United Kingdom.

“There comes a time when the mind takes a higher plane of knowledge but can never prove how it got there.”...

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