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Research papers

Brand intelligence

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...

Catalogue: Automotive 2006
Authors: Alexandra Stein, Wolfgang Breyer
Companies: GfK, BMW Group
February 27, 2006

Research papers

Brand contribution of car body types in the premium automotive market

This paper presents image research studies in the premium automotive market.It will be shown that the relevance of image dimensions of premium cars varies depending on what customers focus. If they look at premium car brands, there are other image...

Catalogue: ESOMAR Conference on Automotive Marketing 2004
Authors: Alexandra Stein, Ralf Rodepeter
Companies: GfK, BMW Group
March 1, 2004

Research papers

Influence of brand positioning on the strengths of premium automotive brands

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...

Catalogue: ESOMAR Automotive Marketing Conference 2002
Authors: Uwe Ellinghaus, Alexandra Stein
Companies: GfK, BMW Group
March 4, 2002