Brand contribution of car body types in the premium automotive market. Results of an empirical study

This paper presents image research studies in the premium automotive market. It will be shown that the relevance of image dimensions of premium cars varies depending on what customers focus.

Brand Contribution of Car Body Types in the Premium Automotive Market

Results of an empirical study

Ralf RodepeterBrand and Communication Research, GfK Marktforschung, Germany

Alexandra SteinImage and Communication Market Research, BMW Group, Germany

INTRODUCTION

It is no secret that the brand is increasingly becoming the most important asset in business. In the premium automobile market there are similar developments to those in many other markets: strong competition, high-quality as a standard and increasingly technical homogeneity make it difficult for the manufacturer to gain competitive advantages solely through real product characteristics. In such a competitive environment the necessary differentiation...

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