Anders Parment

Auto Brand (eBook, ePUB)

Building Successful Car Brands for the Future

• Format: ePub

Produktbeschreibung

The car - once everybody's dream and a key status symbol in most countries and cultures - has been extensively questioned in the last decades and in the last few years particularly. Urbanisation, traffic congestion, pollution problems, heavy reliance on scarce oil supplies, safety issues and ever-growing competition, have all provided significant business challenges for the automotive industry. Many car manufacturers have had to fundamentally rethink their design, brand and marketing strategies to thrive in a savvy, consumer-led culture, and markets that are becoming increasingly restrictive in size and opportunity.

Auto Brand provides a roadmap to branding and marketing success in the automotive industry from a leading industry expert, featuring case studies from major car brands including Audi, BMW, Holden, Mercedes-Benz, Opel, Porsche, Saab, Seat, Skoda, Vauxhall, Volkswagen, and Volvo. It includes findings from 100 interviews conducted with CEOs, marketing managers, sales managers and sales people, from manufacturer level to small rural dealers, as well as industry experts, policy makers, free-stranding repair shops and professional organizations.

Auto Brand is essential reading for marketing managers, sales managers, CEOs, development managers and dealers in all types of companies in the car industry including: manufacturers, national sales companies/importers, dealers, finance companies, insurance companies, free-standing repair shop channels and more. It is the first book to specifically address how to deal with the challenges facing the automotive industry and illustrates how companies can take advantage of new technologies, adapt to emerging trends in consumer behaviour, improve profitability and build even more successful brands in the future.

Produktdetails

• Verlag: Kogan Page eBook
• Seitenzahl: 264
• Erscheinungstermin: 3. Januar 2014
• Englisch
• ISBN-13: 9780749469306
• Artikelnr.: 40171369

Autorenporträt

Dr. Anders Parment is a research fellow at Stockholm University as well as Senior Lecturer in Marketing, Branding and Marketing Communications. Anders is an established brand and business consultant in the automotive industry, with key customers including Audi, Citroën, Porsche, Saab, Seat, Volkswagen and Volvo.

Inhaltsangabe

Preface
Introduction
01 The car - fashion item or out of fashion?
How the car lost its advantage - emotional and functional rationales
Changes in societal values and the role of the car
The emergence of branded society
Aestheticization
Aestheticization of marketing channels: an extension of car makers'
corporate identity programmes
Generational differences and the paradox of car image
02 Competition, market structure and global challenges
Herd behaviour: car makers apply similar strategies
Being proactive - a sign of competitive and sustainable strategies
Marketing intelligence and driving markets
Transparency
Business overlap - competition gets tougher
Balancing traditional and emerging countries
03 Marketing channels
Dealers will be necessary for the foreseeable future
Tensions between car makers, their national sales companies and dealers
Dealer control and channel power balance
Manufacturer-owned or franchised dealers?
Solus, dual or multi-franchising?
Competition from unauthorized actors
Model range expansion and complexity
Push and pull: a key indicator of industry health?
04 Car buyer behaviour
Buyers being less loyal - driving forces and effects
The shifting power balance between companies and buyers
Car buyer preferences
Country differences
05 Car cultures
The car as a cultural expression - a global phenomenon
History of car culture
The car and other means of transport
Differences across countries
06 Automobile brands
Auto brands are very valuable
The foundation of strong brands
Strong and weak auto brands
Weak brands - characteristics and implications
Stuck in the middle - brands with premium aspirations
How to deal with weak auto brands
Brands with a broader purpose give brand extension opportunities
BMW
Mercedes-Benz
The Volkswagen Group
Porsche
General Motors
Volvo
Jaguar and Range Rover
Hyundai and Kia
Ford
Premium aspiration brands - a difficult position
The future of premium brands
Where has Mondeo Man gone? Premium brands going mass market
Beyond premium brands? Emerging values and consumer attitudes
The auto brand portfolio
07 Sustainable business models
Sustainability - an absolute requirement in the future
Avoid focusing too much on customer satisfaction
Successful marketing communications
One-stop shopping - a competitive advantage in transparent markets?
Small-scale or large-scale advantages
Successful dealer business models
The car industry: a great place to work?
Translating good ideas into action: a difficult path
08 The car in the future
Mobility in the future: sustainable and individual mobility
The self-driving car
Alternative fuels
Future purchase criteria - the broader picture
References
Index

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• • Chapter - 00: Introduction;
  • Chapter - 01: The car - fashion item or out of fashion?;
  • Chapter - 02: Competition, market structure and global challenges;
  • Chapter - 03: Marketing channels;
  • Chapter - 04: Car buyer behaviour;
  • Chapter - 05: Car cultures;
  • Chapter - 06: Automobile brands;
  • Chapter - 07: Sustainable business models;
  • Chapter - 08: The car in the future

Rezensionen

"If you are very or even mildly interested in automotive branding and marketing, you need to read this book." Christopher Sawyer, The Virtual Driver