Despite brand emphasis, car buyers more confused

Halliday, Jean
November 1999
Advertising Age;11/29/1999, Vol. 70 Issue 49, p12
Trade Publication
This article reports on the claim of automobile marketing research company Allison-Fisher that despite brand emphasis by automakers, U.S. car buyers are more confused about the differences among brands. General Motors Corp. and Ford Motor Co. revamped their organizations in 1995, embracing brand management. The theory was that car buyers would pay more for a strong, well-defined brand. Others also jumped on the bandwagon by starting either corporate or brand advertising. As a result, advertising budgets have risen dramatically. But consumers generally are more confused about brand differences. Consumer confusion is more pronounced in the luxury category. Those who plan to buy luxury vehicles disagreed more on luxury brand attitudes than they did before.


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