Document Type
Thesis
First Faculty Advisor
Murray, Keith
Keywords
Subaru; Brand Communities; Cult Brands
Publisher
Bryant University
Rights Management
All rights retained by Bryant University and James Imrie
Abstract
This study attempts to analyze Subaru’s significant and unique appeal in the greater automotive market. The primary research findings are presented in a video documentary, while frameworks for existing research on certain facets of brand management and consumer groups are presented in the following paper. Based on analysis of existing data and interviews conducted with people connected to the brand, we can conclude that the phenomenon is a result of an appealing product that offers differentiated utilities at an affordable price, the formation of consumer groups around the various offerings, and insightful promotion on Subaru’s part. The degree to which each of these factors is responsible for cultivating a following varies based on the consumer group; the convergence of these three phenomena is, if not unique in the vehicle marketplace, very distinctive.
