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. -------------------------------------------------

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 of brands is now widely recognized, not just by brand owners but by investors (Clifton, Simmons, Ahmad, 2003). This research will look into how branding affects the consumer behaviour and how they can maintain their customer loyalty for longer periods of time. -------------------------------------------------

The personal reason behind choosing this topic is that Audi and BMW have always been brands that appealed to my private liking. With this project I have a real opportunity to discover how they managed to attract me from a young age and more importantly, which means do they use in order to retain their customers. -------------------------------------------------

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3. Preliminary Review of the Literature
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Defining the brand
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In a time period of over 50 years, the primary use of the word “brand” now has a commercial application. Almost irrespective of how the word is used today, it has always meant, in its passive form, the object by which an impression is formed, and it’s active from the process of forming this impression (Clifton, Simmons, Ahmad, 2003). -------------------------------------------------

Ask ten marketers to define the term “branding” and you’re likely to get as many different answers. From a legal perspective, branding can denote intellectual property. In terms of business valuation, branding can be perceived as the potential for future earnings. Branding is the means by which a company creates a compelling consumer experience that differentiates the company’s offering from the competition, generates sales, and/or...
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