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Influence of brand positioning on the strengths of premium automotive brands

Date of publication: March 4, 2002

Catalogue: ESOMAR Automotive Marketing Conference 2002

Companies: , BMW Group

Authors: Uwe Ellinghaus, Alexandra Stein

Abstract:

This paper describes the current situation within the German premium automotive market. It focuses on the contribution of strategic image research to successful brand management. In this context, the paper will reveal how success factors are identified and which are relevant for the premium market. The results are based on an up-to-date research study.

Uwe Ellinghaus

Author

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Alexandra Stein

Author

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Catalogue: ESOMAR Conference on Automotive Marketing 2004

Authors: Alexandra Stein, Ralf Rodepeter

Companies: GfK, BMW Group

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Citation

Stein and Rodepeter (2004a, March 01). Brand contribution of car body types in the premium automotive market. ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/brand-contribution-of-car-body-types-in-the-premium-automotive-market


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Positioning of a "green" technology

Catalogue: ESOMAR Conference on Automotive Marketing 2004

Authors: Stephan Thun, Gunther De Jonghe

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Thun and De Jonghe (2004a, March 01). Positioning of a "green" technology. ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/positioning-of-a-green-technology


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Catalogue: Automotive 2006

Authors: Alexandra Stein, Wolfgang Breyer

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Stein and Breyer (2006a, February 27). Brand intelligence. ANA - ESOMAR. Retrieved April 26, 2024, from


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Citation

Ellinghaus and Stein (2002a, March 04). Influence of brand positioning on the strengths of premium automotive brands . ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/brand-intelligence