Image Branding of Locally Manufactured Automobiles (Cars & Motorcycles)

The objective of this study was to measure the brand identity and image of locally manufactured automobiles of Pakistan. A composite model for assessing image branding was developed and close ended questionnaire based on a Likert rating scale was administered to vendors. The field survey was carried out in November 2006. Results present individual vehicle scores on different dimensions of brand image and standard statistical tests were applied to assess significant difference among mean scores.