Deconstructing Automobile Messaging: Clues to Brand Strategy
This paper looks at the messages conveyed by six different automobile models in order to identify the type of strategy adopted by each model. Through sampling of messages the research created 150 different elements, edited into short declarative statements. These elements were combined into new and unique combinations, exposed to respondents, with the combinations rated on interest. The conjoint analysis task permitted the assignment of relative importance of different elements as drivers. No automobile model stood out as having a unique strategy after deconstruction, analysis, and re-testing of the brand messages. Further analysis revealed four segments. Each of the automobile models appealed to the segments, albeit to different magnitudes. The approach of deconstruction is presented here as a way to understand and dissect the brand strategy by a quantitative analysis of its messaging.