Archive for August 18th, 2008

Brand overstressing

0 Comments Published by August 18th, 2008 in Automotive Industry, Strategic marketing

Brand management is an important tool when it comes to segment markets and to leverage positive perceptions (of a specific brand). But sometimes brand management can confuse customers and your company will receive very negative feedbacks. To illustrate this statement I have a brief example from the car industry. General Motors (GM) operates the brand [...]