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Auto Brand

Parment, Anders, Ph.D.

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ISBN 10: 0749469293 / ISBN 13: 9780749469290
Published by Kogan Page Ltd
New Condition: New Soft cover
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About this Item

Provides a roadmap to branding and marketing success in the automotive industry from a leading industry expert and features: case studies on major car brands personally conducted by the author including: Audi, BMW, Holden, Mercedes-Benz, Opel, Porsche, Saab, Seat, Skoda, Vauxhall, Volkswagen, and Volvo. Num Pages: 264 pages, black & white illustrations. BIC Classification: KJS; KNDR. Category: (G) General (US: Trade). Dimension: 151 x 229 x 15. Weight in Grams: 404. . 2014. Paperback. . . . . Books ship from the US and Ireland. Bookseller Inventory # V9780749469290

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Bibliographic Details

Title: Auto Brand

Publisher: Kogan Page Ltd

Binding: Soft cover

Book Condition:New

About this title

Synopsis:


The car -- once a dream purchase and a key status symbol -- has faced extensive challenges. Urbanization, pollution and scarce oil supplies raise concerns about the sustainability of an ever-increasing number of automobiles. Young consumers show a declining interest in cars and the percentage of people with a driving license is falling in the Western world. All these changes have led to a refocusing of the role of the car in society.

In Auto Brand, industry researcher and branding expert Dr. Anders Parment discusses how the leading car brands have survived the challenges of globalization, increasing safety requirements, scarce oil supplies, ever-growing competition, and environmental concerns ? and thrived. Based on original research, Parment charts the shift from over 40 leading car makers in 1970 to the current 10. The book covers iconic brands such as BMW, the first automobile company to adopt a ?modern? approach to branding in the 1990s, and also looks at likely future developments with newer brands such as Kia, Hyundai and brands that have refocused to attract young buyers, such as Mercedes-Benz and Peugeot. Case studies support analysis of the role of the brand in the success and failure of an automobile company. The book also includes data on what car buyers of different ages in metropolitan, intermediate city and rural areas expect and what in terms of products, marketing channels and marketing communications.

Product Description:


More than any other industry, the auto industry is brand-driven. The history of the industry is largely a history of brands. Industry researcher and branding expert Anders Parment discusses how the leading car brands survived the challenges of globalization, increasing safety requirements, scarce oil supplies, ever-growing competition, and environmental concerns--and thrived.

Based on original research,  Auto Brand charts the shift from over 40 leading manufacturers in 1970 to the current 10. Fascinating case studies support analysis of the role of the brand in the success and failure of an automobile company; a look at how manufacturers have structured "brand portfolios" through cooperation and alliances; enthralling discussion of brand vs ownership vs country-of-origin [consider that the purchase of Swedish carmaker Volvo by the Geely Holding Group involved negotiations between The European Commission and China's Ministry of Commerce!] Parment covers iconic brands such as BMW, the first automobile company to adopt a "modern" approach to branding in the 1990s, and also looks at likely future developments with newer brands such as Kia, Hyundai and Chinese brands.

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