Share these talks and lectures with your colleagues
Invite colleaguesPractice paper
The transformation of automotive brands and the triumphs and pitfalls of current positioning
Journal of Brand Strategy,
1
(3),
262-267
(2012)
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.
Keywords: advertising; branding; brand-synergy; branding statements; automotive; automotive industry
The full article is available to subscribers to the journal.
Author's Biography
Brent Percival is the Director of Marketing and Development for BEST at Auburn University.‘ Boosting Engineering, Science, and Technology’, or ‘BEST’, is an educational programme for middle and high school students advancing science, technology, engineering and mathematics education and careers. Since receiving his bachelor’s degree in marketing from Auburn University, Brent has worked in marketing, advertising, fundraising, and sponsor relations for both forprofit and non-profit organisations. In addition to serving on the Journal of Brand Strategy’s editorial board, he writes for the Journal of Sponsorship and Society South Magazine. He is also a consultant for Team 7 Racing in Columbus, Georgia, USA.
