The brand? It's still the product

November 1999
Automotive News;11/29/1999, Vol. 74 Issue 5850, p12
Trade Publication
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.


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