Abstract
This paper looks at the messages conveyed by six different automobile models in order to identify the type of strategy adopted by the manufacturer of each model. A sampling of current messages yielded 150 different elements, edited into short declarative statements. These elements were combined into new combinations and the combinations were rated on interest. Conjoint analysis showed the relative importance of different elements as acceptance drivers, with none standing out as having strong acceptance drivers. Four segments emerged, with each model appealing to the segments, but to different degrees. Deconstruction helps one to understand and dissect the brand strategy by a quantitative analysis of its messaging.
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