TITLE

The brand? It's still the product

PUB. DATE
November 1999
SOURCE
Automotive News;11/29/1999, Vol. 74 Issue 5850, p12
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Focuses on the importance of brand management in the automobile industry despite the trend of sales and marketing on the Internet. Flatness of basic prices since 1996; Existence and progress of strong brands such as Mercedes-Benz and BMW; Preference of people for the product which need not be consistent with brand image.
ACCESSION #
2567212

 

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