Abstract
In 1985, about 35 million cars were purchased around the world and car brands — from Mercedes to Chevrolet, from Nissan to Volvo — are some of the most pervasive brands in existence. Austin Rover, Britain’s leading indigenous car manufacturer, manufactured only a small proportion of those cars built in 1985 — something over 1 per cent — yet Austin Rover’s experience and problems in the tricky area of car branding is unparalleled. After all, the company is the successor to a process of merger and amalgamation going back decades and, over this period, has inherited brands, loyalties and prejudices which have provided branding opportunities and problems on an unprecedented scale.
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© 1987 John M. Murphy
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Nolan, T. (1987). Branding at Austin Rover. In: Murphy, J.M. (eds) Branding: A Key Marketing Tool. Palgrave Macmillan, London. https://doi.org/10.1007/978-1-349-08280-3_14
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DOI: https://doi.org/10.1007/978-1-349-08280-3_14
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-08282-7
Online ISBN: 978-1-349-08280-3
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