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For CMO Professionals

Automakers Achieve Brand Resonance Today But Face Digital Disruption Soon

Technographics® TRUE Brand Compass: Automaker Brands

January 7, 2016

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Why Read This Report

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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Table of Contents

  • All Marketers Must Achieve Brand Resonance
  • Auto Brands Must Navigate The TRUE Brand Compass
  • No Auto Brands Make It To Trailblazer Status
  • Auto Brands Must Deliver Stylish, Quality, And Consistent Experiences
  • What It Means

  • Automakers Should Prepare For Disruptive Competition Ahead
  • Supplemental Material

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