Branding in the Automotive Industry 2002 (English)Independent thesis Basic level (degree of Bachelor)Student thesis

Abstract [en]

Our overriding objective with this study was to investigate how branding within the automotive industry could become more efficient. The study limited itself to only cover the ‘Premium5’ segment, which consists of Audi, BMW, Mercedes, Saab and Volvo. The study was carried out through a number of interviews with people working in the industry along with secondary sources on the subject. A number of different theories on branding and competitive advantage were used. The results showed that car manufacturers largely communicate through the same channels and have the same objectives. However, there were certain differences which could be related to the size of the companies and their target groups. Moreover, the study showed that the brand is the most important variable for gaining competitive advantage. Also, the importance of relationship marketing, a closer dialogue with the customer was highlighted.

Place, publisher, year, edition, pages

2002.

Keywords [en]

branding, varumärke, strategi, bilbranschen, kommunikation

Identifiers

URN: urn:nbn:se:hh:diva-10471Local ID: U5354OAI: oai:DiVA.org:hh-10471DiVA, id: diva2:365591

Uppsok

Social and Behavioural Science, Law

Note

Denna uppsats kan beställas från arkivet / This paper can be ordered from the archive. Kontakta / Contact: arkivet@hh.seAvailable from: 2010-11-09 Created: 2010-11-09Bibliographically approved

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