Automobilimages im Dekadenvergleich

Michael Löffler
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Michael Löffler: F. Porsche AG

Schmalenbach Journal of Business Research, 2005, vol. 57, issue 6, 548-557

Abstract: Summary The automotive industry is nowadays characterized by an intensive competition. With technical differences diluting, automotive brand images become a key factor for market success. The article reviews automotive brand images and their main characteristics for the German car market over a decade. The evolution of brand images is illustrated and specific developments of “strong brands” are highlighted. It is shown that successful brands are clearly identified by their awareness as well as the uniqueness and distinctiveness of their positioning.

Keywords: M31; Marke; Image; brand; image (search for similar items in EconPapers)
Date: 2005
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sjobre:v:57:y:2005:i:6:d:10.1007_bf03372774

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DOI: 10.1007/BF03372774

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