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Strategic brand management: the group PSA through the brand Peugeot (2009)

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  1. Brand audit
    1. Company
    2. Customer
    3. Competitors
    4. Stakeholders
  2. Brand indentity
    1. Brand vision
    2. Brand scope
    3. Brand positioning
    4. Brand personality
    5. Brand essence
  3. Brand strategy
  4. Brand implementation
    1. Brand training and workshop
    2. Marketing communications
    3. Associations and alliances
    4. Corporate logo and design
  5. Brand equity
    1. Knowledge metrics
    2. Preference metrics
    3. Financial metrics

PSA Peugeot Citroën is a world-class European automobile manufacturer that is supported by two generalist brands, Peugeot and Citroën. PSA is Europe's second largest carmaker with 13.8% market share. Commercially located in 150 countries, the Group makes a third of its sales outside Western Europe and is expanding its business in high-growth markets, notably in China, South America and Russia. The development of the PSA Peugeot Citroën Group is based on one strong principle: development of two brands, each with its own identity and specific values, share the same manufacturing, technological and administrative expertise. PSA Peugeot Citroën is developing its business in three other areas: automotive financing with Banque PSA Finance, automotive equipment with Faurecia, and transport and logistics with Gefco. In this report, we will focus on the manufacturing aspect of PSA and especially on the Brand Peugeot and will evaluate the group PSA through the brand Peugeot.

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