| Abstract |
The brand positioning is considered a cornerstone in the communication\n and marketing strategy for any organization that intends to compete in\n the market (Kotler y Keller, 2007; Joachismtaler y Aaker, 2005; Trout y\n Rivkin, 2001). Moreover, in Spain the automotive sector occupies a\n prominent place in the industry, both in terms of its contribution to\n GDP and from the workplace.\n Therefore, in this study we analyzed the positioning of car brands by\n students in 2004 and 2009, and the incidence of driving practice on that\n positioning.\n The results reveal the structure of the automobile market in all cases\n where several competing groups depending on the price. Also found\n significant differences in the midrange segment in both periods\n analyzed, both in the case of students driving license as in the case of\n students without such authorization. |
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