Auto Industry
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A brand is the idea or image of a specific product or service that consumers connect with, by identifying the name, logo, slogan, or design of the company who owns the idea or image. Branding is when that idea or image is marketed so that it is recognizable by more and more people, and identified with a certain service or product when there are many other companies offering the same service or product.
The automotive industry is a term that covers a wide range of companies and organisations involved in the design, development, manufacture, marketing, and selling of motor vehicles, towed vehicles, motorcycles and mopeds. It is one of the world's most important economic sectors by revenue. The term automotive industry usually does not include industries dedicated to the maintenance of automobiles following delivery to the end-user, such as repair shops and motor fuel filling stations.
Importance of branding
Branding is a key concept in marketing circles, as it is the pivotal springboard that can thrust your business forward, and give you a competitive edge. A well-defined and strong brand will drive sales, build customer loyalty, create brand value, and most of all, it will be the catalyst for business growth, as consumers will be motivated to buy your product. Business branding is therefore important to every business regardless of the size, because it communicates information about your business and product to the market. It will influence the cost of your product, packaging, marketing and advertising strategies, distribution channels, and more. Branding is all about establishing an identity, and becoming recognized for it. There is no denying the importance of branding, especially for the small business. Consumers are always willing to buy products they know and trust. A strong, well defined brand, gives you a competitive advantage in the market. It allows you to charge more for your product, knowing that consumers will remain loyal, and buy it at the higher cost. That is the result of consistent reinforcing of the brand, which enables positive responses from the consumer. Branding is one way to attract new customers. When a customer comes to you because of all they have heard about your product and business, then you can be certain that they are serious about buying. When you run marketing campaigns, you are simply throwing out a wide net to attract a large number of customers. From there your marketing guys spend time with those leads to find out who is really serious. That takes a lot of time and money, and in the end, you are not sure that those customers will buy. On the other hand, branding puts you in a position to attract serious buyers first off.
Those leads might have been generated because of satisfied customers, who are happy to spread the word. Or, they might have been the result of persistent market reinforcement. However the key is, they came about due to a branding strategy that effectively communicated the solution the customer was looking for. Branding puts you in touch with customers who know your business and your product before they even step inside your place of business, or buy your product off the shelf. They know about you because of your brand, and the value that goes with it. As we have seen, branding is an effective way to facilitate the growth of your business. When successfully implemented, branding can give you a strategic position in the market, and eventually lead to increased profit. This is achieved as a result of the influx of new customers, and the continuing support of existing ones. Branding builds brand loyalty and value, attracts new customers, and makes you stand out from the competition. These are all key components in ensuring the continued profitability of your business.
Many new developments in the automotive industry are forcing companies to rethink the conceptions of their brands. The increasingly identical technology makes it more difficult to achieve differentiation via the product, and customers are falling into an ever-increasing number of microsegments. The glut of models threatens to overextend the brands; new brands are being created and must be integrated into the portfolio; and the sales and service landscape is in a state of turmoil. These new developments have created a need for urgent action in automobile brand management. The picture of auto brands will change radically over the next few years. Auto brands will become "mobility brands" that derive half of their image from services. Today's broad-based brands will revert back to their roots. All in all, the automobile brand landscape will become richer and more variegated, but also more sharply defined and woven into a tapestry of umbrella brands, sub-brands, and co-brands. Brand management is one of the major factors of success in the automotive industry. In the past, German companies in particular have created strong automobile brands that consumers rank among the most prestigious brands of all. This also finds expression in value, of course. Brand value studies place Mercedes directly after Marlboro in tenth place, with a value of US$ 21 billion.
BMW ranks nineteenth at US$ 15 billion, while even lowly VW manages to place forty-second with almost US$ 7 billion in brand value.
To get branding done, strategic business leaders: 1. define their brand by developing a brand strategy; 2. develop brand systems — the visual and verbal systems which represent your brand — names, symbols, concepts, colours, images, fonts, tag-lines and the like; 3. ensure their brand systems are used consistently; 4. internalize and operationalize their brand strategy for maximum business advantage.
Ascertain Your Strengths Knowing where your strength lies is particularly critical in branding. This will let you ascertain which points you should focus on in your strategy. The sure-fire formula for branding starts off with establishing your value in the market, followed by targeting the emotions of your prospects. This is highly effective in transforming the doubt most consumers have on new offerings in the market into trust. This can be done by adding on value to your service or product, whether on its price, quality of ambiance. This will set you apart from the competition. Set Up a Tough Position Build up your brand as the one that is concerned more about the welfare of your prospects and consumers and what they can bring to your business, instead of claiming your excellence. Look more into the patterns of the psychographics of your target market. This will let you understand what catches their appeal when it comes to a brand. A consumer-focused branding method is considered not only humane but effective. Make Your Brand Personal Look upon branding as your primary dialogue with highly reputable company. Establish how you desire your target market to envision you and your brand in the course of the meeting. Although you could make people happy by being gregarious and showing warmth, you could also please the others by appearing superior as long as this matches the outstanding quality of your offer. Your prospects' demographics are also vital elements in strategic branding. These are where the core of your brand identity and its accompanying technicalities should be dependent upon. They should influence the position of your business towards your target market. Other aspects like establishing a feel for your service or product, utilisingcolours and creating a memorable overall experience also bank on these branding elements. For more information on psychographic profile, be sure to click on the link provided in the resource box below.
Discover the best colours, fonts and shapes to sub-consciously communicate your brand message. This process will show you the meaning of colours in branding, successful logo elements and characteristics of a successful brand. Go to http://www.psychographicprofile.com/ to know more.
The automotive industry in India is one of the larger markets in the world and had previously been one [1] of the fastest growing globally, but is now seeing flat or negative growth rates. India's passenger car and commercial vehicle manufacturing industry is the sixth largest in the world, with an annual production of [2] more than 3.9 million units in 2011. According to recent reports, India overtook Brazil and became the sixth largest passenger vehicle producer in the world (beating such old and new auto makers as Belgium, United Kingdom, Italy, Canada, Mexico, Russia, Spain, France, Brazil), grew 16 to 18 per cent to sell [3] around three million units in the course of 2011-12. In 2009, India emerged as Asia's fourth largest [4] exporter of passenger cars, behind Japan, South Korea, and Thailand. In 2010, India beat Thailand to become Asia's third largest exporter of passenger cars. As of 2010, India is home to 40 million passenger vehicles. More than 3.7 million automotive vehicles were produced in India in 2010 (an increase of 33.9%), making the country the second (after China) [5][6] fastest growing automobile market in the world in that year. According to the Society of Indian Automobile Manufacturers, annual vehicle sales are projected to increase to 4 million by 2015, no longer [1] 5 million as previously projected.
BayerischeMotorenWerke AG pronunciation (help·info) (BMW; English: Bavarian Motor Works) is a German automobile, motorcycle and engine manufacturing company founded in 1917. BMW is headquartered in Munich, Bavaria, Germany. It also owns and produces the Mini marque, and is the parent company of Rolls-Royce Motor Cars. BMW produces motorcycles under BMW Motorrad and Husqvarna brands. In 2010, the BMW group produced 1,481,253 automobiles and 112,271 motorcycles across all its brands. For over three decades, BMW built its brand to be synonymous with performance and the driving experience. The brand character and tone (serious, focused, and engaged) remained unwavering for the most part, while drivers enjoyed innovative, high-performance-yet-accessible vehicles that connect them with the road, rather than isolating them from it. BMW created a highly coveted brand franchise by successfully cultivating an extremely loyal following of luxury-performance automobile consumers, especially in the face of stiff competition from Germany and Japan. Looking across the global automotive industry landscape, the premium automobile manufacturer from Munich has the most to lose, should the integrity of its brand begin to falter. Yet recent changes in BMW’s product development and marketing strategy leave us wondering whether the Bavarians are deliberately veering from their familiar route, or if they will in fact be caught off-guard as this otherwise finely-tuned machine drifts into another lane.
Honda has been the world's largest motorcycle manufacturer since 1959, as well as the world's largest manufacturer ofinternal combustion engines measured by volume, producing more than 14 million internal combustion engines each year.
[3][4]
Fresh from the split with Honda Motors, the Hero Group is looking to reinvent itself with a new brand identity and has kicked off a rebranding exercise. London-based Wolff Olins, part of the Omnicom group, is working on the new brand identity, including the brand architecture, brand name, brand logo and brand positioning. The country's leading two-wheeler company wants a new brand name after the two joint venture partners of the Hero Honda Motors (HHML)-the Hero Group of India and Honda Motor Co of Japan-signed an agreement recently. The Hero Group has just concluded a buyout of Honda's stake in the company.
Toyota sells three levels of cars, and it has a different brand for each car. Three car names.Three brands.Three markets. Toyota gets it, and the sales have followed. Toyota is now the second largest car manufacturer in the world. Toyota – Notorious for selling quality cars that get good gas mileage. Wide ranging demographic. Lexus – Instead of selling the Toyota IS 350 or the Toyota LS or GS line, Toyota wisely launches a completely different line of automobiles and calls it Lexus. Lexus becomes notorious for luxury, quality and reliability. Scion – Wanting to get more younger people into it’s stores and familiar with the Toyota brand, Toyota launches a completely different line of automobiles and calls it Scion. No Toyota Xb or TC. It’s the Scion, which means descendent or heir. Where do you buy a Scion? At a Toyota dealer. The demographic is younger folks. Buyers can customize their cars in hundreds of ways, and the budget fits.
Bmw Ford Nissan Toyota Honda Cardillac Jaguar Suzuki Audi Renault hundai
Volkswagen Group
Bentley motors
The number one attribute when buying a car is still appearance or style. The data shows that consumers rank safety number four or five,” says Peter Wise, a branding consultant for Landor Associates. In other words, every brand of automobile sends out a message. Cadillac and Mercedes-Benz say luxury and a lofty station in life. Jaguar and Porsche say excitement and swagger. Toyota and Honda say practicality and value. Another reason for the shift toward safety may be due to the fact that more working mothers are exerting a greater influence on the purchase of the family car. While researching the automotive market for her new book, Marketing to Moms, author Maria Bailey found that car safety is the most desirable feature for mothers. She claims that married women make 80 percent of the car-buying decisions in America. While some automotive executives believe that number to be high, the point is clear: safety is becoming more of an important factor. Branding in auto industry:
I. It is compelling to see that there is no link between the nationality of the company and language chosen by the company for the display of the CB name on the car. For instance, most Chinese companies may use their English CB name where some foreign brands - like Volkswagen- use instead a Chinese CB name. CB is an important way to convey the corporate image and companies are using different naming options in order to achieve this goal. III. “Modernity” portfolio of brands Could you imagine a car brand called “Modernity”? Actually this car exists: Hyundai means “Modernity” or “Modern Times” in Korean. Actually for the Chinese name the Korean kept the Hyundai name in “Hanja” - it refers to those Chinese characters borrowed from Chinese and incorporated into the Korean language. So the meaning of Hyundai is the same in Korean and in Chinese since the meaning of the Characters has not changed in Chinese language from the time they inspired Korean language. Well, now if you see again a Hyundai car, the meaning of modernity will be reflected in your mind spontaneously. To finish our journey in Chinese car naming, let’s analysis a part of “modernity” MB name portfolio and see how it is building meaning with them.
Safety ,quality ,appearance ,name , symbol, logo, design, pasting stickers, tag line,performance,lowemission,resalevalue,lessconsumption,lighter,efficient cars…
http://www.authorstream.com/Presentation/shrik89-530945-brand-strategy/
The automotive industry is a term that covers a wide range of companies and organisations involved in the design, development, manufacture, marketing, and selling of motor vehicles, towed vehicles, motorcycles and mopeds. It is one of the world's most important economic sectors by revenue. The term automotive industry usually does not include industries dedicated to the maintenance of automobiles following delivery to the end-user, such as repair shops and motor fuel filling stations.
Importance of branding
Branding is a key concept in marketing circles, as it is the pivotal springboard that can thrust your business forward, and give you a competitive edge. A well-defined and strong brand will drive sales, build customer loyalty, create brand value, and most of all, it will be the catalyst for business growth, as consumers will be motivated to buy your product. Business branding is therefore important to every business regardless of the size, because it communicates information about your business and product to the market. It will influence the cost of your product, packaging, marketing and advertising strategies, distribution channels, and more. Branding is all about establishing an identity, and becoming recognized for it. There is no denying the importance of branding, especially for the small business. Consumers are always willing to buy products they know and trust. A strong, well defined brand, gives you a competitive advantage in the market. It allows you to charge more for your product, knowing that consumers will remain loyal, and buy it at the higher cost. That is the result of consistent reinforcing of the brand, which enables positive responses from the consumer. Branding is one way to attract new customers. When a customer comes to you because of all they have heard about your product and business, then you can be certain that they are serious about buying. When you run marketing campaigns, you are simply throwing out a wide net to attract a large number of customers. From there your marketing guys spend time with those leads to find out who is really serious. That takes a lot of time and money, and in the end, you are not sure that those customers will buy. On the other hand, branding puts you in a position to attract serious buyers first off.
Those leads might have been generated because of satisfied customers, who are happy to spread the word. Or, they might have been the result of persistent market reinforcement. However the key is, they came about due to a branding strategy that effectively communicated the solution the customer was looking for. Branding puts you in touch with customers who know your business and your product before they even step inside your place of business, or buy your product off the shelf. They know about you because of your brand, and the value that goes with it. As we have seen, branding is an effective way to facilitate the growth of your business. When successfully implemented, branding can give you a strategic position in the market, and eventually lead to increased profit. This is achieved as a result of the influx of new customers, and the continuing support of existing ones. Branding builds brand loyalty and value, attracts new customers, and makes you stand out from the competition. These are all key components in ensuring the continued profitability of your business.
Many new developments in the automotive industry are forcing companies to rethink the conceptions of their brands. The increasingly identical technology makes it more difficult to achieve differentiation via the product, and customers are falling into an ever-increasing number of microsegments. The glut of models threatens to overextend the brands; new brands are being created and must be integrated into the portfolio; and the sales and service landscape is in a state of turmoil. These new developments have created a need for urgent action in automobile brand management. The picture of auto brands will change radically over the next few years. Auto brands will become "mobility brands" that derive half of their image from services. Today's broad-based brands will revert back to their roots. All in all, the automobile brand landscape will become richer and more variegated, but also more sharply defined and woven into a tapestry of umbrella brands, sub-brands, and co-brands. Brand management is one of the major factors of success in the automotive industry. In the past, German companies in particular have created strong automobile brands that consumers rank among the most prestigious brands of all. This also finds expression in value, of course. Brand value studies place Mercedes directly after Marlboro in tenth place, with a value of US$ 21 billion.
BMW ranks nineteenth at US$ 15 billion, while even lowly VW manages to place forty-second with almost US$ 7 billion in brand value.
To get branding done, strategic business leaders: 1. define their brand by developing a brand strategy; 2. develop brand systems — the visual and verbal systems which represent your brand — names, symbols, concepts, colours, images, fonts, tag-lines and the like; 3. ensure their brand systems are used consistently; 4. internalize and operationalize their brand strategy for maximum business advantage.
Ascertain Your Strengths Knowing where your strength lies is particularly critical in branding. This will let you ascertain which points you should focus on in your strategy. The sure-fire formula for branding starts off with establishing your value in the market, followed by targeting the emotions of your prospects. This is highly effective in transforming the doubt most consumers have on new offerings in the market into trust. This can be done by adding on value to your service or product, whether on its price, quality of ambiance. This will set you apart from the competition. Set Up a Tough Position Build up your brand as the one that is concerned more about the welfare of your prospects and consumers and what they can bring to your business, instead of claiming your excellence. Look more into the patterns of the psychographics of your target market. This will let you understand what catches their appeal when it comes to a brand. A consumer-focused branding method is considered not only humane but effective. Make Your Brand Personal Look upon branding as your primary dialogue with highly reputable company. Establish how you desire your target market to envision you and your brand in the course of the meeting. Although you could make people happy by being gregarious and showing warmth, you could also please the others by appearing superior as long as this matches the outstanding quality of your offer. Your prospects' demographics are also vital elements in strategic branding. These are where the core of your brand identity and its accompanying technicalities should be dependent upon. They should influence the position of your business towards your target market. Other aspects like establishing a feel for your service or product, utilisingcolours and creating a memorable overall experience also bank on these branding elements. For more information on psychographic profile, be sure to click on the link provided in the resource box below.
Discover the best colours, fonts and shapes to sub-consciously communicate your brand message. This process will show you the meaning of colours in branding, successful logo elements and characteristics of a successful brand. Go to http://www.psychographicprofile.com/ to know more.
The automotive industry in India is one of the larger markets in the world and had previously been one [1] of the fastest growing globally, but is now seeing flat or negative growth rates. India's passenger car and commercial vehicle manufacturing industry is the sixth largest in the world, with an annual production of [2] more than 3.9 million units in 2011. According to recent reports, India overtook Brazil and became the sixth largest passenger vehicle producer in the world (beating such old and new auto makers as Belgium, United Kingdom, Italy, Canada, Mexico, Russia, Spain, France, Brazil), grew 16 to 18 per cent to sell [3] around three million units in the course of 2011-12. In 2009, India emerged as Asia's fourth largest [4] exporter of passenger cars, behind Japan, South Korea, and Thailand. In 2010, India beat Thailand to become Asia's third largest exporter of passenger cars. As of 2010, India is home to 40 million passenger vehicles. More than 3.7 million automotive vehicles were produced in India in 2010 (an increase of 33.9%), making the country the second (after China) [5][6] fastest growing automobile market in the world in that year. According to the Society of Indian Automobile Manufacturers, annual vehicle sales are projected to increase to 4 million by 2015, no longer [1] 5 million as previously projected.
BayerischeMotorenWerke AG pronunciation (help·info) (BMW; English: Bavarian Motor Works) is a German automobile, motorcycle and engine manufacturing company founded in 1917. BMW is headquartered in Munich, Bavaria, Germany. It also owns and produces the Mini marque, and is the parent company of Rolls-Royce Motor Cars. BMW produces motorcycles under BMW Motorrad and Husqvarna brands. In 2010, the BMW group produced 1,481,253 automobiles and 112,271 motorcycles across all its brands. For over three decades, BMW built its brand to be synonymous with performance and the driving experience. The brand character and tone (serious, focused, and engaged) remained unwavering for the most part, while drivers enjoyed innovative, high-performance-yet-accessible vehicles that connect them with the road, rather than isolating them from it. BMW created a highly coveted brand franchise by successfully cultivating an extremely loyal following of luxury-performance automobile consumers, especially in the face of stiff competition from Germany and Japan. Looking across the global automotive industry landscape, the premium automobile manufacturer from Munich has the most to lose, should the integrity of its brand begin to falter. Yet recent changes in BMW’s product development and marketing strategy leave us wondering whether the Bavarians are deliberately veering from their familiar route, or if they will in fact be caught off-guard as this otherwise finely-tuned machine drifts into another lane.
Honda has been the world's largest motorcycle manufacturer since 1959, as well as the world's largest manufacturer ofinternal combustion engines measured by volume, producing more than 14 million internal combustion engines each year.
[3][4]
Fresh from the split with Honda Motors, the Hero Group is looking to reinvent itself with a new brand identity and has kicked off a rebranding exercise. London-based Wolff Olins, part of the Omnicom group, is working on the new brand identity, including the brand architecture, brand name, brand logo and brand positioning. The country's leading two-wheeler company wants a new brand name after the two joint venture partners of the Hero Honda Motors (HHML)-the Hero Group of India and Honda Motor Co of Japan-signed an agreement recently. The Hero Group has just concluded a buyout of Honda's stake in the company.
Toyota sells three levels of cars, and it has a different brand for each car. Three car names.Three brands.Three markets. Toyota gets it, and the sales have followed. Toyota is now the second largest car manufacturer in the world. Toyota – Notorious for selling quality cars that get good gas mileage. Wide ranging demographic. Lexus – Instead of selling the Toyota IS 350 or the Toyota LS or GS line, Toyota wisely launches a completely different line of automobiles and calls it Lexus. Lexus becomes notorious for luxury, quality and reliability. Scion – Wanting to get more younger people into it’s stores and familiar with the Toyota brand, Toyota launches a completely different line of automobiles and calls it Scion. No Toyota Xb or TC. It’s the Scion, which means descendent or heir. Where do you buy a Scion? At a Toyota dealer. The demographic is younger folks. Buyers can customize their cars in hundreds of ways, and the budget fits.
Bmw Ford Nissan Toyota Honda Cardillac Jaguar Suzuki Audi Renault hundai
Volkswagen Group
Bentley motors
The number one attribute when buying a car is still appearance or style. The data shows that consumers rank safety number four or five,” says Peter Wise, a branding consultant for Landor Associates. In other words, every brand of automobile sends out a message. Cadillac and Mercedes-Benz say luxury and a lofty station in life. Jaguar and Porsche say excitement and swagger. Toyota and Honda say practicality and value. Another reason for the shift toward safety may be due to the fact that more working mothers are exerting a greater influence on the purchase of the family car. While researching the automotive market for her new book, Marketing to Moms, author Maria Bailey found that car safety is the most desirable feature for mothers. She claims that married women make 80 percent of the car-buying decisions in America. While some automotive executives believe that number to be high, the point is clear: safety is becoming more of an important factor. Branding in auto industry:
I. It is compelling to see that there is no link between the nationality of the company and language chosen by the company for the display of the CB name on the car. For instance, most Chinese companies may use their English CB name where some foreign brands - like Volkswagen- use instead a Chinese CB name. CB is an important way to convey the corporate image and companies are using different naming options in order to achieve this goal. III. “Modernity” portfolio of brands Could you imagine a car brand called “Modernity”? Actually this car exists: Hyundai means “Modernity” or “Modern Times” in Korean. Actually for the Chinese name the Korean kept the Hyundai name in “Hanja” - it refers to those Chinese characters borrowed from Chinese and incorporated into the Korean language. So the meaning of Hyundai is the same in Korean and in Chinese since the meaning of the Characters has not changed in Chinese language from the time they inspired Korean language. Well, now if you see again a Hyundai car, the meaning of modernity will be reflected in your mind spontaneously. To finish our journey in Chinese car naming, let’s analysis a part of “modernity” MB name portfolio and see how it is building meaning with them.
Safety ,quality ,appearance ,name , symbol, logo, design, pasting stickers, tag line,performance,lowemission,resalevalue,lessconsumption,lighter,efficient cars…
http://www.authorstream.com/Presentation/shrik89-530945-brand-strategy/
