Abstract:

Although manufacturers invest a lot of resources to develop their brand, removing the 'brand effect' is sometimes necessary to get a more objective view of the product characteristics. During Car Clinics, the brands' promises can be so strong that they are capable of conditioning the consumer's perception of a vehicle. Aware of this 'brand washing', Jaguar has commissioned Goldfarb Consultants to carry out statistical analyses measuring the 'brand effect' on the product ratings and the final choice. Based on actual case studies, this paper describes the key principles behind the analysis.