Trends Report

Automakers Achieve Brand Resonance Today But Face Digital Disruption Soon

Technographics® TRUE Brand Compass: Automaker Brands

January 7th, 2016
James McQuivey, PhD, VP, Research Director
James McQuivey, PhD VP, Research Director
With contributors:
Michelle Moorehead , Ryan Trafton , Kara Hartig

Summary

Disrupters like Tesla and Uber are plotting against traditional automakers. To ensure that they avoid becoming commodity hardware brands, automakers must build brands that drive brand resonance. Auto brands must be trusted, remarkable, unmistakable, and essential (TRUE) to earn the brand preference, advocacy, and pricing power that they need for success. This report shows CMOs Forrester's TRUE brand compass results for 10 automaker brands in the US and analyzes the dimensions of a TRUE brand that drive a resonant auto brand.

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