October 16, 2006
J.D. Power rates Bose highest in brand power among auto audio components
Westlake Village, California – For a fourth consecutive year, Bose is recognized as having the strongest brand power in the U.S. among audio brands, according to the J.D. Power and Associates 2006 Global Automotive Component Branding Study.
The study measures brand strength by assessing consumers’ top-of-mind awareness, brand name or logo recognition, and favourability. High brand power scores indicate positive impressions and strong awareness among consumers.
Bose received the highest brand strength in the U.S. and set a performance benchmark in Japan. Sony, which follows Bose in audio brand strength in the U.S., performs particularly well among brands in Europe (United Kingdom, France and Germany). Kenwood, Panasonic and Pioneer also exhibit brand strength on a global basis.
“Automakers look for component branding relationships that consumers relate to and also will enhance their image,” says Mike Marshall, director of automotive emerging technologies at J.D. Power and Associates. “Finding the best brand for components that are important to customers is critical. The automotive industry is global, so it’s also vital to understand which components are important to consumers in each market.”
The study found that U.S. consumers are more likely to pay to upgrade their tires or their car’s sound system, specifically the speakers and amplifiers. Consumers in Japan are most willing to pay for a navigation system or upgraded car audio radio/head unit, while European consumers are most willing to pay to upgrade their navigation systems, tires or personal assistance safety services.