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C/M/815. Dissertation. Perception and Attitude towards Motor Brand: Case Study of Mercedes Benz

WORDS:
12200
DATE:
2008
PRICE:
129.99 GBP

The dissertation investigates the perceptions and attitudes of motor customers toward motor brands with the focus on the awareness of the Mercedes brand. Literature is reviewed to assess the positioning of Mercedes brand in the consumer mind as compared to that of the company's competing brands. Strategies are developed to build a strong brand in the future. The methods of research include direct collection of primary data through focus group interviews and the collection of secondary data from the Internet, journal articles, textbooks and newspapers. Research results, data analysis, conclusions, recommendations, research limitations and topics for further research are provided.

 

KEYWORDS: Dissertation, Mercedes Benz, marketing communication, advertising, branding, brand awa,

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