Auto Brand: Building Successful Car Brands for the Future

The car — once everybody's dream and a key status symbol in most countries and cultures — has been extensively questioned in the last decades and in the last few years particularly. Urbanisation, traffic congestion, pollution problems, heavy reliance on scarce oil supplies, safety issues and ever—growing competition, have all provided significant business challenges for the automotive industry. Many car manufacturers have had to fundamentally rethink their design, brand and marketing strate...