IDEAS home Printed from https://ideas.repec.org/a/aza/jbs000/y2012v1i3p262-267.html
   My bibliography  Save this article

The transformation of automotive brands and the triumphs and pitfalls of current positioning

Author

Listed:
  • Percival, Brent

    (Auburn University, USA)

Abstract

The purpose of this paper is to highlight the restructuring and, in many cases, rebirth of automotive brands in the aftermath of the late 1990s and early 2000s economic boom. The paper illustrates both good and bad brand strategies and positioning through advertising and corporate structures, utilising traditional branding models and current market trends and reaction. A new automotive era has dawned and the genuine, creative, and customer-focused brands will excel. As a multi-billion dollar industry, the automobile sector affects many facets of life, from manufacturing and engineering to general business practices. A thorough analysis of the sector's brands provides corollary tools and insight into other industries.

Suggested Citation

  • Percival, Brent, 2012. "The transformation of automotive brands and the triumphs and pitfalls of current positioning," Journal of Brand Strategy, Henry Stewart Publications, vol. 1(3), pages 262-267, October.
    • Handle: RePEc:aza:jbs000:y:2012:v:1:i:3:p:262-267
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/4407/download/
    Download Restriction: Requires a paid subscription for full access.
    File URL: https://hstalks.com/article/4407/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    advertising; branding; brand-synergy; branding statements; automotive; automotive industry;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:jbs000:y:2012:v:1:i:3:p:262-267. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.