Brand intelligence

Date of publication: February 27, 2006

Catalogue: Automotive 2006

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.

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