The Car and the Brand

Brands help a company convey a message to its audience. They guide its work and build its image in the market. The influence they exert in an automaker reaches every single one of its departments and affect cars from their initial project to their resale value.
This book aims to show you what brands mean to automakers and how they manage them, whether they have many brands or only one. You will be able to see cars in a whole new way and understand a lot more about what makes a modern automobile.

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