首页 / 资料库 / 文献详情

LEXUS: A Premium Brand

Miño Avila、Sonia Isabel

2008立命館経営学Business, Management and Accounting被引 1

摘要

The purpose of this article is to analyze Lexus as a Premium Brand based on Competitive Strategy Theory by Michael Porter, Brand Theory by David A. Aaker and Premium Brand Theory by Rosengarten and Stuermer. This article is written because in the book Premium Brand by Rosengarten and Stuermer it is established that Japanese Automobile Brands are not Premium Brands. Lexus is a differentiated, innovative and leading Japanese brand that has acquired a good reputation and high level of sales in some markets, mainly in the United States, which was the main target market from the inception of this brand.

引用本文（GB/T 7714）