Back

Brand intelligence

Date of publication: February 27, 2006

Catalogue: Automotive 2006

Companies: , BMW Group

Authors: Alexandra Stein, Wolfgang Breyer

Abstract:

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. The complexity of brand research in the automotive market requires various research approaches. Within the brand intelligence framework these different approaches are integrated into what is essential to support identity-driven brand management: a holistic understanding of the brand and of the instruments to steer it.

Alexandra Stein

Author

This is a long description of some author details.

Wolfgang Breyer

Author

This is a long description of some author details.

This could also be of interest:

Research Papers

Coca Cola's real-time intelligence

Catalogue: Latin America 2015: Carnival of Insights

Authors: Cristina Brand, Carla Mayumi, Flavio Marcondes, Gabriel Aleixo

Companies: The Coca-Cola Company , BrainJuicer

June 15, 2015

×

Citation

Brand , Mayumi, Marcondes and Aleixo (2015a, June 15). Coca Cola's real-time intelligence. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/coca-cola-s-real-time-intelligence


Research Papers

Competitive intelligence in Europe

Catalogue: Seminar 1999: Market and Competitive Intelligence

Author: Chris West

 

March 1, 1999

×

Citation

West, C. (1999a, March 01). Competitive intelligence in Europe . ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/competitive-intelligence-in-europe-


Research Papers

Augmented market intelligence

Catalogue: Fusion 2018 (Big Data World + Global Qualitative)

Author: Kimmo Valtonen

 

November 11, 2018

×

Citation

Valtonen, K. (2018a, November 11). Augmented market intelligence. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/augmented-market-intelligence-9441


  • PDF
Fad and progress in motivation research Authors: Herta Herzog
Methodological considerations regarding marketing research for consumer durable goods Authors: Leif Holbaek-Hanssen
Service after sale and studies of market for business Authors: Archibald Maddock Crossley
Some comments on the use of 3D and strip film Authors: Henry Charles Briant
The "steps-and-parts" model for polling Authors: Stuart Carter Dodd, Chahin Turabian
What are durable and capital goods? Authors: N. H. Pearson
Consumers economic expectations and intentions as revealed by sample surveys Authors: Henry Durant
Economic forecasts with special reference to field studies Authors: Jan van Rees
Market research for petroleum products in the automotive field Authors: D. Leerentveld
Research and decision Authors: H. S. Rich, J. S. Smith
×

Citation

Stein and Breyer (2006a, February 27). Brand intelligence. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/augmented-market-intelligence-9441