Power Branding in the Automotive Industry

Abstract

One indisputable truth about markets is that they are always changing. The cause of such change, whether it be a major upheaval or a minor adjustment, can normally be identified fairly readily. Changes in the market place can come about as a result of a wide range of factors including the introduction of new legal standards and regulations or shifts in customer needs. Political events play a role, as do any changes in the economic situation or in exchange parity. Aggressive competitors, new brands and innovative ideas also have an important influence on the market. Trends in fashion or what might be called ‘the spirit of the times’ can also play a decisive role in changing market structures, attitudes and requirements.