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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

This is a long description of some author details.

Alexandra Stein

Author

This is a long description of some author details.

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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 May 13, 2025, from


https://ana.esomar.org/documents/influence-of-brand-positioning-on-the-strengths-of-premium-automotive-brands-