The transformation of automotive brands and the triumphs and pitfalls of current positioning

Brent Percival
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Brent Percival: Auburn University, USA

Journal of Brand Strategy, 2012, vol. 1, issue 3, 262-267

Abstract: The purpose of this paper is to highlight the restructuring and, in many cases, rebirth of automotive brands in the aftermath of the late 1990s and early 2000s economic boom. The paper illustrates both good and bad brand strategies and positioning through advertising and corporate structures, utilising traditional branding models and current market trends and reaction. A new automotive era has dawned and the genuine, creative, and customer-focused brands will excel. As a multi-billion dollar industry, the automobile sector affects many facets of life, from manufacturing and engineering to general business practices. A thorough analysis of the sector's brands provides corollary tools and insight into other industries.

Keywords: advertising; branding; brand-synergy; branding statements; automotive; automotive industry (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2012:v:1:i:3:p:262-267

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