For Customer Experience Professionals

Web Site Brand Experience 2010: Auto Manufacturers

Forrester Applies Its Web Site Brand Experience Review Methodology To Five Top Sites

    Why Read This Report

    The multibillion-dollar auto industry features some of the most recognized brand names in the US, like Chevrolet, Ford, Honda, Nissan, and Toyota. But how good is the brand experience offered by major auto manufacturer brands' Web sites? To find out, we graded the sites of five top brands on how well they communicate their Brand Image and deliver value to consumers (Brand Action). Only Nissan passed our Brand Image tests, and only Toyota passed our Brand Action tests. Overall, the sites were balanced — though mediocre — in their support of both Brand Image and Brand Action. To improve the caliber of their brand experiences online, auto manufacturers should clarify language and add contextual help, add content to align with brand attributes, and use brand personas to make sites more relevant to their target users.
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    TABLE OF CONTENTS

    • How Good Is The Brand Experience On Auto Manufacturer Sites In 2010?
    • Auto Manufacturer Sites Offer Mediocre Brand Experiences
    • RECOMMENDATIONS

      Raise The Caliber Of Auto Brand Sites
    • Supplemental Material
    • Related Research Documents

    TOOLS & TEMPLATES

    • Best Practice Assessments:

      Forrester's Web Site Brand Experience Review Criteria And Scoring

    • Best Practice Assessments:

      Key Brand Positioning Elements For Each Auto Manufacturer Brand Site Evaluated

    • Best Practice Assessments:

      Overall Results Of Brand Experience Reviews Of Five Top Auto Manufacturers' US Sites

    • Best Practice Assessments:

      Results Of Brand Image Reviews Of Five Top Auto Manufacturer Brands' US Web Sites

    • Best Practice Assessments:

      Results Of Brand Image Reviews Of Five Top Auto Manufacturer Brands' US Web Sites