Branding at Austin Rover

Terry Nolan

Chapter 14 in Branding: A Key Marketing Tool, 1992, pp 138-147 from Palgrave Macmillan

Abstract: Abstract In 1985, about 35 million cars were purchased around the world and car brands — from Mercedes to Chevrolet, from Nissan to Volvo — are some of the most pervasive brands in existence. Austin Rover, Britain’s leading indigenous car manufacturer, manufactured only a small proportion of those cars built in 1985 — something over 1 per cent — yet Austin Rover’s experience and problems in the tricky area of car branding is unparalleled. After all, the company is the successor to a process of merger and amalgamation going back decades and, over this period, has inherited brands, loyalties and prejudices which have provided branding opportunities and problems on an unprecedented scale.

Keywords: Naming Strategy; Family Motorist; Branding Strategy; Motor Industry; Naming Issue (search for similar items in EconPapers)
Date: 1992
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DOI: 10.1007/978-1-349-12628-6_14

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