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Steering the brand in the auto industry
Author(s) -
Asensio Anne,
Bouchenoire JeanLéon
Publication year - 2003
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.2003.tb00334.x
Subject(s) - character (mathematics) , automotive industry , auto industry , quality (philosophy) , general motors , business , key (lock) , work (physics) , brand strategy , brand management , advertising , marketing , computer science , process management , industrial organization , engineering , computer security , mechanical engineering , philosophy , geometry , mathematics , epistemology , aerospace engineering
At General Motors, the goal is to give each automotive line a distinctive brand character. In this interview, Anne Asensio discusses how she and her design colleagues contribute to this effort. From contour to features, these elements are used to reinforce brand character and build an emotional bond with consumers. It is intense and exciting work in which quality—from conception to execution—is a key aspect of success.