IN NORTH AMERICA, the impact of brand management will grow even stronger.
According to a survey of automotive and advertising professionals, 90 percent said brand management is either very important or extremely important for the success of the North American auto industry. They said brand management was having its biggest effect on product development, dealer relations and advertising and marketing activities.
Because of brand management, they said, expenditures were up for almost every category of media except for radio. Increased spending was highest for the Internet, television and direct marketing.
Among the makes that were rated, the respondents said Saturn does the best job with brand management, and GM does the worst. European makes Mercedes and BMW were rated second- and fourth-best.
The vast majority of the respondents said that incentives and rebates undermine the effectiveness of brand management.
But when asked if brand management might one day eliminate sales incentives, 62 percent of the respondents said no.
The survey of 100 executives was conducted as interviews from January through March by the automotive consulting firm A.T. Kearney Inc. of Michigan.