Independent but dependent: An empirical study of the car modification market
Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
A brand can be a valuable asset for a company in two ways: On the one hand the brand can have an influence on the perceptions and preferences of the consumer and therebypositively influence the performance and success of a product, which can lead to acompetitive advantage. On the other hand, a brand can even be an asset of significantfinancial value. For the actual building of a strong brand, several theoretical modelsexist. Car modification companies offer modifications for and modified versions of cars ofother brands. The thereof resulting connection between the two brands and itsconsequences for the brand of the modification company cannot be depicted with theexisting theoretical brand and brand building models. In addition to that, carmodification companies touch upon the field of luxury cars. This factor has to be takeninto consideration when dealing with the brand building of car modification companies. In addition to the lack of applicability of existing brand building models for the carmodification industry, this special industry has not been covered by research yet ingeneral. In this thesis, a theoretical framework for brand building, the model of customer basedbrand equity as well as the characteristics of luxury branding will be lined out. In orderto examine how the special factors of the car modification industry, namely theconnection between the modification company and the base brand and luxury brandingcan be integrated into this model, six representatives from the car modification industryhave been interviewed. The results and analysis of these interviews show that through the assessment of thecustomer based brand equity of the base brand, the modification company can identifystrong and favorable aspects of the base brand that it can build upon, emphasize and/orexpand with the modification as well as weaknesses and flaws of the base brand that itcan make up for with the modification. Furthermore, the examination shows that byassessing the model of customer based brand equity of the modification brand and arelevant special brand factor, in the case of this thesis luxury branding, for commonfeatures and similarities, this special factor can also be integrated into the theoreticalmodel. Through these findings, the thesis is able to present a revised model of customer basedbrand equity that incorporates both the connection between the modification brand andthe base brand as well as the special factor luxury branding.
Place, publisher, year, edition, pages
Brand, brand building, Brand equity
IdentifiersURN: urn:nbn:se:umu:diva-99502OAI: oai:DiVA.org:umu-99502DiVA: diva2:787272
Master's Programme in Marketing