Strategic Vision's Total Value Study on Autos Drives DDIs Higher For Toyota, Honda
DDI: 192
Rare is the auto study that can drive marketing insights on leading brands to new levels, especially the Data Dump Indices of Toyota (DDI 142, +3) and Honda (DDI 144.2, +3.2), two manufacturers that continue to outpace American companies in consumer mindshare and brand equity. As Strategic Vision's graph confirms, the total value equation for auto purchasers continues to be fueled by trust and incentives, two leading indicators of brand performance.
Marketers of infrequently purchased merchandise, such as furniture, jewelry, and even high-tech consumer goods should take note of this study as general guidance of how consumers think about brand decisions. Automotive marketers in particular, however, should uphold these data with high regard when planning near-term moves that affect market share momentum and customer retention strategies.
Rare is the auto study that can drive marketing insights on leading brands to new levels, especially the Data Dump Indices of Toyota (DDI 142, +3) and Honda (DDI 144.2, +3.2), two manufacturers that continue to outpace American companies in consumer mindshare and brand equity. As Strategic Vision's graph confirms, the total value equation for auto purchasers continues to be fueled by trust and incentives, two leading indicators of brand performance.
Marketers of infrequently purchased merchandise, such as furniture, jewelry, and even high-tech consumer goods should take note of this study as general guidance of how consumers think about brand decisions. Automotive marketers in particular, however, should uphold these data with high regard when planning near-term moves that affect market share momentum and customer retention strategies.
posted by Darren Bosik at
Wednesday, October 11, 2006
