A brand equity report for Opel Portugal: building a successful brand for younger portuguese consumers discovering who the brand ambassador should be in the younger segment

Kousi, SofiaBarreto, Diogo Magalhães2021-03-292024-01-012020-01-232020-01-01http://hdl.handle.net/10362/114618This work project aims to assess how the Opel brand is perceived among the younger segment of Portuguese consumers(18 –30 years old), so recommendations could be made to better connect with and attract this key target. Primary data was collected through in-depth interviews and an online survey to evaluate Opel's current brand equity, using Keller’s Customer-Based Brand Equity model. Moreover, Opel Portugal is not doing well, and significant differences between Opel and non-Opel users were verified throughout this study. Lastly, three main recommendations were provided to address some of the fragilities found in brand salience, judgements, and resonance.engOpel PortugalCustomer-based brand equity modelAutomotive industryYoung consumersA brand equity report for Opel Portugal: building a successful brand for younger portuguese consumers discovering who the brand ambassador should be in the younger segmentmaster thesis202492613