Abstract

This study investigates the branding goals and strategies of four globally renowned car companies at the 2013edition of the Geneva Motor Show. The study collected and analyzed data on the branding activities of the fourcompanies from a variety of sources. The findings indicate that the four car companies utilized the GenevaMotor Show to pursue two types of strategic branding goals: brand image reinforcement and brand imagerenewal. The findings further reveal that the car companies applied a three stage brand building strategy basedon a temporal division of the Geneva Motor Show into pre-, at- and post-show stages, pursuing distinct brandbuilding strategies during each stage such as publicity, experiential branding, brand advertising and salespromotion. The findings contribute to the literature by shedding light on an important yet little researched brandbuilding platform in the automotive industry.

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