2008년 Journal of Strategic Marketing에 실린 논문 "Status and Conspicuousness - Are They Related? Strategic Marketing Implications for Luxury Brands"에 나온 연구 결과를 보면
자기 만족 위해서 사는 "status"에서 Audi가 BMW보다 높게 나온 반면, 남들에게 과시하기 위해서 사는 "conspicuousness"에서는 BMW가 Audi보다 높게 나왔다고 합니다.
대중차 브랜드들 중에서는 Volkswagen이 "conspicuousness"에서 다른 모든 대중차 브랜드들을 압도했고, 앞으로 Audi와 너무 가깝게 다가가서 Audi 판매를 갉아먹을 위험이 있다고 하네요.
BMW는 소형 1시리즈로 구매층을 넓혔지만 status에서 밀리는 댓가를 치뤘고.
참고로 1930년대식 Rolls-Royce를 모는 한 교수는 요즘 BMW는 build quality도 별로고 너무 흔해져서 브랜드 이미지가 많이 dilute되었다고 말했습니다.
Status and conspicuousness are two of the most important dimensions of brand luxury (Vigneron & Johnson, 1999, 2004). Status-laden brands are those that contain high perceived quality, luxury and class (Shermach, 1997). Status-laden brands may be purchased for internal reasons (self-reward) or external reasons (signal wealth), and they may or may not be displayed publicly (O’Cass & Frost, 2004). Conspicuous brands are those that are purchased for purely external reasons, that is for systematic public display in order to signal wealth (Amaldoss & Jain, 2005).
중략
Interestingly, the Audi brand shows a higher level of status among the consumer sample while a lower level of conspicuousness than the BMW brand. BMW has stretched its brand into new luxury markets with the 1 series model. There is a danger with this type of strategy in that while the brand may appeal to more new luxury segments it may also be potentially damaged in terms of the status consumers perceive from the brand. This was an issue raised within the in-depth interviews with consumers.
중략
BMW has strategically moved in the opposite direction in its branding approach. With the launch of the 1 series and the Mini Cooper the company has stretched its brand more into mass market segments with an appeal to greater numbers of new luxury segments in particular. The strategic implications seem evident from the findings of this research. The company has lost ground to Audi on consumer status perceptions while being ahead of Audi in relation to conspicuousness perceptions. The danger for BMW is that a drop in status may harm sales to certain consumers in its more exclusive markets for 3, 5, and 7 series cars. These consumers may value status more than conspicuousness benefits.
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