"The challenge for multinational companies is to understand consumers in emerging markets and develop products and brands that answer their specific needs, rather than just repeating the strategies that have been successful elsewhere.The challenge for multinational companies is to understand consumers in emerging markets and develop products and brands that answer their specific needs, rather than just repeating the strategies that have been successful elsewhere."
This statement is applicable to many Automobile companies and it is one of the daily latest topic inside almost every MNC's regional offices. We have done study on each brand of Automotive Industry like Daimler, BMW, General Motors, Volkswagen, Porsche, Scania, MAN, DAF, Iveco, Fiat, Maruti, Hyundai, Honda, Ford, Harley Davidson, TVS, Hero, Piaggio, Volvo, Eicher, AMW, Isuzu, Fuso etc. For each brand there is separate Report.
Some of the argument to ignore Branding are:
“We don’t need to brand, we just need to sell.”
“How to measure brand value.”
‘It’s very expensive.”
“We’re great technologists. How hard can branding be?”
“We’ll do it ourselves.”
“Our product is too good it will sell itself.”
Marketing Mix: Brand and buying behavior relation process:
Key Strategic Brand issues:
Objectives of Brand:
- To create an identity for the brand that resonates with its customers;
- To position the brand appropriately with respect to competitors;
- and to communicate the brand identity and its message to customers;
- Managing the Brand Portfolio
successful geographical brand extension would require an in-depth analysis of the external environment, including aspects such as the effect of the economic development and country culture on the competitive situation and customer preferences.
- Brand preference
- Brand loyalty,
Strategy and Brand Analysis:
Tools for making Brand Strategy:
Conclusion: There is positive impact on sales if the branding strategy implement correctly and left good brand perception. The target segment and product has to be define and then set the target.
To get complete Report on "Branding Strategy of Global Automotive Industry" please contact to Nidhi.Singh@autobei.com