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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