How can premium automotive brands maintain their status, while sharing technology with their respective auto groups? - the case of Audi and the Volkswagen automotive group

Detalhes bibliográficos
Autor(a) principal: Fonseca, Tiago Filipe Correia Lourenço
Data de Publicação: 2021
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/123391
Resumo: Automotive groups with large portfolios face growing branding challenges in the premium market. Currently, premium brands need to pursue digital innovation to maintain their status, but technology by itself does not lead to a higher positioning: other attributes like comfort, safety, material quality, and design are still valued. Based on the study of Audi and the Volkswagen Automotive Group, this Work Project demonstrates that autonomous driving, integrated smartphone connectivity, and media consumption applications are likely to increasingly act as differentiators in the future. Also, the identity of premium brands needs to remain strong to justify the consumers’ personal brand preferences.
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spelling How can premium automotive brands maintain their status, while sharing technology with their respective auto groups? - the case of Audi and the Volkswagen automotive groupPremium automotive brandsDigital innovation and technologyPremium status attributesAutomotive market segmentation.Domínio/Área Científica::Ciências Sociais::Economia e GestãoAutomotive groups with large portfolios face growing branding challenges in the premium market. Currently, premium brands need to pursue digital innovation to maintain their status, but technology by itself does not lead to a higher positioning: other attributes like comfort, safety, material quality, and design are still valued. Based on the study of Audi and the Volkswagen Automotive Group, this Work Project demonstrates that autonomous driving, integrated smartphone connectivity, and media consumption applications are likely to increasingly act as differentiators in the future. Also, the identity of premium brands needs to remain strong to justify the consumers’ personal brand preferences.Silveira, Catherine daRUNFonseca, Tiago Filipe Correia Lourenço2021-08-30T11:37:23Z2021-01-142021-01-042021-01-14T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/123391TID:202739902enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:04:43Zoai:run.unl.pt:10362/123391Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:45:01.744080Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv How can premium automotive brands maintain their status, while sharing technology with their respective auto groups? - the case of Audi and the Volkswagen automotive group
title How can premium automotive brands maintain their status, while sharing technology with their respective auto groups? - the case of Audi and the Volkswagen automotive group
spellingShingle How can premium automotive brands maintain their status, while sharing technology with their respective auto groups? - the case of Audi and the Volkswagen automotive group
Fonseca, Tiago Filipe Correia Lourenço
Premium automotive brands
Digital innovation and technology
Premium status attributes
Automotive market segmentation.
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short How can premium automotive brands maintain their status, while sharing technology with their respective auto groups? - the case of Audi and the Volkswagen automotive group
title_full How can premium automotive brands maintain their status, while sharing technology with their respective auto groups? - the case of Audi and the Volkswagen automotive group
title_fullStr How can premium automotive brands maintain their status, while sharing technology with their respective auto groups? - the case of Audi and the Volkswagen automotive group
title_full_unstemmed How can premium automotive brands maintain their status, while sharing technology with their respective auto groups? - the case of Audi and the Volkswagen automotive group
title_sort How can premium automotive brands maintain their status, while sharing technology with their respective auto groups? - the case of Audi and the Volkswagen automotive group
author Fonseca, Tiago Filipe Correia Lourenço
author_facet Fonseca, Tiago Filipe Correia Lourenço
author_role author
dc.contributor.none.fl_str_mv Silveira, Catherine da
RUN
dc.contributor.author.fl_str_mv Fonseca, Tiago Filipe Correia Lourenço
dc.subject.por.fl_str_mv Premium automotive brands
Digital innovation and technology
Premium status attributes
Automotive market segmentation.
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Premium automotive brands
Digital innovation and technology
Premium status attributes
Automotive market segmentation.
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description Automotive groups with large portfolios face growing branding challenges in the premium market. Currently, premium brands need to pursue digital innovation to maintain their status, but technology by itself does not lead to a higher positioning: other attributes like comfort, safety, material quality, and design are still valued. Based on the study of Audi and the Volkswagen Automotive Group, this Work Project demonstrates that autonomous driving, integrated smartphone connectivity, and media consumption applications are likely to increasingly act as differentiators in the future. Also, the identity of premium brands needs to remain strong to justify the consumers’ personal brand preferences.
publishDate 2021
dc.date.none.fl_str_mv 2021-08-30T11:37:23Z
2021-01-14
2021-01-04
2021-01-14T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/123391
TID:202739902
url http://hdl.handle.net/10362/123391
identifier_str_mv TID:202739902
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
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reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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