It's all about building the brand; Analysts see marques as the key to success in Europe.(brand image management to cope up competition)

Automotive News Europe,  June, 2005  by Ciferri, Luca

• E-mail
• Print
• Link

Byline: Luca Ciferri

Automakers are paying more attention to their brand image to cope with an increasingly competitive European market.

Strong brands can successfully defend their profit margins and increase sales, said participants in the third annual Automotive News Europe Analysts Roundtable here. But weak brands are forced into costly incentive wars to protect their sales volumes, so their profit margins slip.

The four analysts see BMW as the most-respected European brand.

"Everyone tells you about the driving performance of a BMW, which has a very clear brand ...

Read the rest of this article with a Free Trial at HighBeam Research.