BRAND MANAGEMENT AT GENERAL MOTOR’S EUROPE

Liliana Adela Zima
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Liliana Adela Zima: The Economic and Phisics Departament, Faculty of Sciences, North University Center of din Baia Mare, Technical Universiy of Cluj Napoca, România

SEA - Practical Application of Science, 2013, issue 1, 236-244

Abstract: Brand is a trustworthy, relevant, and distinctive promise to the consumer. The Brand Manager must understand that he is responsible for the building of long term brand equity and he must keep the brand from both a Strategic and Tactical standpoint.The strategy of Adam Opel AG is focused on brand equity because it is important to add value for customer from products and services. The total sum of all the benefits, features, and associations, both functional and non-functional that make a brand competitive and distinctive in its market is the process of Brand Positioning. I made a study at Adam Opel AG in particularly at European Business In this study are observed the main tasks and responsibilities of each member of the team. The European Business Team has a lot of influence over the company which is a Marketing lead company. Brand Management is the management of the marketing value chain to consistently build brand equity, market share and profitability. In present, it is shifting our focus to brands, which include all the five “P”s of marketing: Product, Price, Place, Promotion and People. Our vehicles will always be a critical factor to our success. We are simply going to enhance our market potential by building on our brands at both the umbrella and vehicle line levels.

Keywords: Brand equity; Brand manager; Strategy (search for similar items in EconPapers)
JEL-codes: M31 M39 (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (2)

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