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.
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
Research Papers
Brand intelligence
Catalogue: Automotive 2006
Authors: Alexandra Stein, Wolfgang Breyer
Companies: GfK, BMW Group
February 27, 2006
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
