Influence of brand positioning on the strengths of premium automotive brands

Uwe Ellinghaus and Alexandra Stein

This paper describes the current situation within the German premium automotive market. It focuses on the contribution of strategic image research to successful brand management.

 

Influence of Brand Positioning on the Strengths of Premium Automotive Brands

Results of an empirical study

Alexandra SteinGfK Marktforschung andUwe EllinghausBMW Group

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