Auto Brand: Building Successful Car Brands for the Future

ISBN-13: 9780749476427 / Angielski / Twarda / 2015 / 264 str.

Opis

The car -- once a dream purchase and a key status symbol -- has faced extensive challenges. Urbanization, pollution and scarce oil supplies raise concerns about the sustainability of an ever-increasing number of automobiles. Young consumers show a declining interest in cars and the percentage of people with a driving license is falling in the Western world. All these changes have led to a refocusing of the role of the car in society.In Auto Brand, industry researcher and branding expert Dr. Anders Parment discusses how the leading car brands have survived the challenges of globalization, increasing safety requirements, scarce oil supplies, ever-growing competition, and environmental concerns - and thrived. Based on original research, Parment charts the shift from over 40 leading car makers in 1970 to the current 10. The book covers iconic brands such as BMW, the first automobile company to adopt a "modern" approach to branding in the 1990s, and also looks at likely future developments with newer brands such as Kia, Hyundai and brands that have refocused to attract young buyers, such as Mercedes-Benz and Peugeot. Case studies support analysis of the role of the brand in the success and failure of an automobile company. The book also includes data on what car buyers of different ages in metropolitan, intermediate city and rural areas expect and what in terms of products, marketing channels and marketing communications.

The car - once everybodys dream and a key status symbol in most countries and cultures - has been extensively questioned in the last decades and in the last few years particularly. Urbanisation, traffic congestion, pollution problems, heavy reliance on scarce oil supplies, safety issues and ever-growing competition, have all provided significant business challenges for the automotive industry. Many car manufacturers have had to fundamentally rethink their design, brand and marketing strategies to thrive in a savvy, consumer-led culture, and markets that are becoming increasingly restrictive in size and opportunity.Auto Brand provides a roadmap to branding and marketing success in the automotive industry from a leading industry expert and features:• Case studies on major car brands personally conducted by the author including: Audi, BMW, Holden, Mercedes-Benz, Opel, Porsche, Saab, Seat, Skoda, Vauxhall, Volkswagen, and Volvo• The findings from 100 interviews conducted with CEOs, marketing managers, sales managers, sales people, after sales managers at all levels from the manufacturer level to small rural dealers, as well as industry experts, policy makers, free-stranding repair shops and professional organizations• The results of a new international study on car buyer behaviour based on 4,700 survey answersAuto Brand is essential reading for marketing managers, sales managers, CEOs, development managers and dealers in all types of companies in the car industry including: manufacturers, national sales companies/importers, dealers, finance companies, insurance companies, free-standing repair shop channels and more. The first book to specifically address how to deal with the challenges facing the automotive industry it illustrates how companies can take advantage of new technologies, adapt to emerging trends in consumer behaviour, improve profitability and build even more successful brands in the future