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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: GfK, 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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Research Papers

Brand contribution of car body types in the premium automotive market

Catalogue: ESOMAR Conference on Automotive Marketing 2004

Authors: Alexandra Stein, Ralf Rodepeter

Companies: GfK, BMW Group

March 1, 2004

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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 September 29, 2023, from


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


Research Papers

Brand intelligence

Catalogue: Automotive 2006

Authors: Alexandra Stein, Wolfgang Breyer

Companies: GfK, BMW Group

February 27, 2006

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Citation

Stein and Breyer (2006a, February 27). Brand intelligence. ANA - ESOMAR. Retrieved September 29, 2023, from


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


Research Papers

Insights into the purchase decision process of low income customers in Central and Eastern Europe

Catalogue: ESOMAR Retailing Industry Conference 2005

Authors: Alexandra Wren, Nadezda Odlova, Tomás Drtina

Companies: Unilever, GfK

April 19, 2005

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Citation

Wren, Odlova and Drtina (2005a, April 19). Insights into the purchase decision process of low income customers in Central and Eastern Europe. ANA - ESOMAR. Retrieved September 29, 2023, from


https://ana.esomar.org/documents/insights-into-the-purchase-decision-process-of-low-income-customers-in-central-and-eastern-europe


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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 September 29, 2023, from


https://ana.esomar.org/documents/insights-into-the-purchase-decision-process-of-low-income-customers-in-central-and-eastern-europe