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Branding at Austin Rover

In: Branding: A Key Marketing Tool

Author

Listed:
  • Terry Nolan

Abstract

In 1985, about 35 million cars were purchased around the world and car brands — from Mercedes to Chevrolet, from Nissan to Volvo — are some of the most pervasive brands in existence. Austin Rover, Britain’s leading indigenous car manufacturer, manufactured only a small proportion of those cars built in 1985 — something over 1 per cent — yet Austin Rover’s experience and problems in the tricky area of car branding is unparalleled. After all, the company is the successor to a process of merger and amalgamation going back decades and, over this period, has inherited brands, loyalties and prejudices which have provided branding opportunities and problems on an unprecedented scale.

Suggested Citation

  • Terry Nolan, 1987. "Branding at Austin Rover," Palgrave Macmillan Books, in: John M. Murphy (ed.), Branding: A Key Marketing Tool, chapter 14, pages 138-147, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-08280-3_14
    DOI: 10.1007/978-1-349-08280-3_14
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