Brand knowledge - the journey is the destination

Melanie Brenninkmeyer and Chris Davis

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.”

Albert Einstein

INTRODUCTION

The theory of knowledge comes under the academic heading of epistemology, a field that began with the early Greek philosophers, but which remains highly relevant to our understanding of how people learn about brands today. In the BrandChannel article 'Brands and the Theory of Knowledge', Chris Grannell provides an illuminating discussion on how the mind...

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