publication . Master thesis . 2017

Corporate brand positioning and differentiation in the luxury automotive industry

Kotiranta, V. (Ville);
Open Access English
  • Published: 10 May 2017
  • Publisher: University of Oulu
  • Country: Finland
Abstract
Global luxury automotive industry faces one of the most competitive and dynamic markets in the world. The focus of this research has been to discover the corporate strategies relating to competitive positioning and differentiation via brand personality. Both Aaker brand personality framework and specifically for this industry developed luxury automotive strategy framework are applied for content analysis data, which has been extracted from the mission and vision statements of four case companies: Audi, BMW, Daimler and Ferrari. The empirical research has been divided in to three separate research questions concerning luxury automotive industry positioning and di...
Subjects
free text keywords: Management and International Business
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