The publication’s 2015 Brand Image Awards recognize outstanding achievements in creating and maintaining brand attributes that capture the attention and enthusiasm of the new vehicle buying public. More than 12 000 in-market new-car shoppers voiced their opinion as part of the process.
Brand Image Awards are based on consumer perception data from Kelley Blue Book Market Intelligence’s Brand Watch study. Brand Watch is an online brand and model perception tracking study, which offers insight into how shoppers perceive important factors driving their purchase decisions, and captures brand/model familiarity and loyalty among new-car shoppers.
“Consumer advocacy is the ultimate endorsement of a brand, so this kind of award is extremely important and is a significant achievement,” says Subaru Southern Africa’s Marketing Manager, Ashley Lazarus. “What you’re seeing here is a vote of confidence in the current model line-up and the qualities that Subaru represents. Peer reviews, and ‘word-of-mouth’ – often via digital media channels nowadays – enable the man in the street to play a significant role in the decision-making process of other consumers, so their value shouldn’t be underestimated.”
2015 is the first time Subaru has won a Kelley Blue Book award, and they certainly made their presence felt first time around, also winning the top overall brand title for both the 2015 Best Resale Value Awards and 2015 Five-Year Cost to Own Awards.