Bose has been recognised for the fourth consecutive year as the strongest car audio brand in the US, according to a JD Power study of component brands.
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In the 2006 global automotive component branding study, brand strength in the market was measured by assessing consumers’ top-of-mind awareness (unaided awareness), brand name/logo recognition (aided awareness) and favourability (impression). High brand power scores indicated positive impressions and strong awareness among consumers.
With a combination of high consumer awareness and favorability, Bose demonstrated strength in the United States, receiving the highest brand power score. Bose also had strong brand power globally, setting a performance benchmark in Japan. Sony, which followed Bose in audio brand strength in the United States, performed particularly well among brands in Europe (United Kingdom, France and Germany). Kenwood, Panasonic and Pioneer also exhibited brand strength, globally.
“Automakers look for component branding relationships that consumers relate to and also will enhance their image,” said Mike Marshall, JDP’s director of automotive emerging technologies. “Finding the best brand for components that are important to customers is critical. The automotive industry is global, so it’s also vital to understand which components are important to consumers in each market.”
The study found that US consumers were more likely to pay to upgrade their tyres or car sound system (speakers and amplifiers). Consumers in Japan were most willing to pay for a navigation system or an upgraded car audio radio/head unit, while European consumers were most willing to pay to upgrade their navigation systems, tyres or personal assistance safety services than they were to upgrade other components.
“Selecting a co-branding partner is a very strategic decision,” said Marshall. “For vehicle manufacturers, this means selecting a brand that is well-known among the target audience – which may vary by region or even by vehicle segment – and has an image consistent with the car brand. Having a strong co-branding partnership can have a very positive impact on a manufacturer’s brand and on vehicle sales, while a mismatched partnership can have significant, long-term implications for both the component brand and vehicle brand.”
While some brands resonated with consumers around the globe, others clearly demonstrated regional differences. JVC, for example, earned high brand recognition (aided awareness) in the United States and Europe, but was not as well known in Japan. On the other hand, Kenwood set the aided awareness standard in Japan, was well recognised in Europe, but was less known by consumers in the US.
In addition, the study showed that some brands have been particularly successful in building a very positive impression, despite their limited reach. While Harman/Kardon, Mark Levinson and Blaupunkt earned relatively low brand awareness globally, consumers who knew the brands rated them very favourably. Other brands, such as JVC and Alpine, achieved high consumer awareness, but showed room for improvement in the area of consumer favourability.
The 2006 study was based on internet survey of 17,651 consumers who purchased or leased a new vehicle in the past five years. Survey respondents were recruited from TestSpin (TestSpin.com), e-Rewards (e-rewards.com), and Greenfield Online (greenfieldonline.com). The study assessed brand awareness, impression and image for nearly 50 audio brands.
