Abstract
This study investigates the branding goals and strategies of four globally renowned car companies at the 2013 edition of the Geneva Motor Show. The study collected and analyzed data on the branding activities of the four companies from a variety of sources. The findings indicate that the four car companies utilized the Geneva Motor Show to pursue two types of strategic branding goals: brand image reinforcement and brand image renewal. The findings further reveal that the car companies applied a three stage brand building strategy based on a temporal division of the Geneva Motor Show into pre-, at- and post-show stages, pursuing distinct brand building strategies during each stage such as publicity, experiential branding, brand advertising and sales promotion. The findings contribute to the literature by shedding light on an important yet little researched brand building platform in the automotive industry.
Highlights
IntroductionCar companies find it increasingly difficult to differentiate themselves purely on functional features (Chatterjee, Jauchius, Kaas, & Satpathy, 2002)
As manufacturing technologies converge, car companies find it increasingly difficult to differentiate themselves purely on functional features (Chatterjee, Jauchius, Kaas, & Satpathy, 2002)
The findings indicate that the four car companies utilized the Geneva Motor Show to pursue two types of strategic branding goals: brand image reinforcement and brand image renewal
Summary
Car companies find it increasingly difficult to differentiate themselves purely on functional features (Chatterjee, Jauchius, Kaas, & Satpathy, 2002). International auto shows, which constitute the main focus of the current study, are important, yet little researched, brand building platforms in the automotive industry (Narui, 2013). Some of the best known names include the Frankfurt Motor Show, the Geneva Motor Show, the Detroit Auto Show, the Paris Motor Show, and Auto China These are large scale events attracting massive industry, consumer and media attention globally (Forbes, 2013; Narui, 2013). Our primary thrust in this article is that international auto shows, like those mentioned above, offer car companies great opportunities to build and enhance their brand image on a global scale, as evidenced in the following three defining features
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