Branding in the Automotive Industry: a Comparative Study Between Bmw and Audi
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M25BSS RESEARCH METHODS
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RESEARCH PROPOSAL
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1. Title
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Branding in the Automotive Industry: A Comparative Study Between BMW and Audi
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2. Background
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BMW and Audi are two of the most recognized brands in the automotive industry globally. Being well known trademarks, their pricing diversity is high, by producing luxurious and expensive cars and also affordable models that reach an average customer. By being innovative and producing high quality products, both companies have their main target customers with a high-level social status. Therefore, the two German car companies are major competitors on the premium sector of the international automobile industry.
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This research proposal will analyse how marketing strategies are used in order to increase their market share and create a competitive advantage in the harsh environment of the automobile industry. The importance of marketing has increased dramatically since more and more manufacturer’s access the market and competitions becomes more and more fierce.
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One of the most important dimensions in today’s market is to create a well-known brand. The value added to a business that owns strong brands is incontestable. This is an important factor that financially increases the existing value. Moreover, brands that keep their promises attract loyal buyers who will return to them on regular basis. The asset value
M25BSS RESEARCH METHODS
-------------------------------------------------
RESEARCH PROPOSAL
-------------------------------------------------
-------------------------------------------------
1. Title
-------------------------------------------------
-------------------------------------------------
Branding in the Automotive Industry: A Comparative Study Between BMW and Audi
-------------------------------------------------
-------------------------------------------------
2. Background
-------------------------------------------------
-------------------------------------------------
BMW and Audi are two of the most recognized brands in the automotive industry globally. Being well known trademarks, their pricing diversity is high, by producing luxurious and expensive cars and also affordable models that reach an average customer. By being innovative and producing high quality products, both companies have their main target customers with a high-level social status. Therefore, the two German car companies are major competitors on the premium sector of the international automobile industry.
-------------------------------------------------
This research proposal will analyse how marketing strategies are used in order to increase their market share and create a competitive advantage in the harsh environment of the automobile industry. The importance of marketing has increased dramatically since more and more manufacturer’s access the market and competitions becomes more and more fierce.
-------------------------------------------------
One of the most important dimensions in today’s market is to create a well-known brand. The value added to a business that owns strong brands is incontestable. This is an important factor that financially increases the existing value. Moreover, brands that keep their promises attract loyal buyers who will return to them on regular basis. The asset value
References: Bryman, A. Bell, E. (2003) Business Research Methods. Oxford: Oxford University Press Bryman, A and Bell, E (2011), “Business Research methods”, 3rd ed, Oxford University Clifton, R Simmons, J Ahmad, S (2003) “Brands and branding”, Economist series Davis, M (2005) “More than a name an introduction to branding” Davis, M Baldwin, (2005) More than a name an introduction to branding Mathieson, R (2005) Branding unbound the future of advertising, sales, and the brand experience in the wireless age PressSaunders, M. et al. (2009), “Research Methods for Business Students”, 3rd ed. Prentice Hall Saunders, M. Lewis, P. Thornhill, A. (2009) Research Methods for Business Students. Harlow: FT Prentice Hall