The Presentation of Automotive Brands in the On-Line Environment—The Perspective of KIA, Peugeot, Toyota and VW in the Slovak Republic

Abstract

This article deals with the analysis of the reputation of global automobile manufacturers primarily in the territory of the Slovak Republic for their comparison. The reputation of brands in the wider Central European and global context has also been considered. The selected brands were Volkswagen, Toyota, KIA, and Peugeot. Selected car brands either have a production plant in Slovakia or are well known in Slovakia, thanks to high global brand awareness. E-business marketing activities in the automotive sector are a major challenge to sustainability in the industry. The analysis took into account official information provided by automotive companies for the purpose of reputation management, as well as external data such as automotive media articles, independent reviews and customer feedback. The findings of the article include a detailed analysis of the online reputation of examined individual brands. The article also provides a list of the most important factors that can positively or negatively affect brand reputation, defined based on previous analysis. In conclusion, the authors try to make use of the findings and build a brief set of recommendations on how to correctly apply the reputation management principles to the overall strategy of the organization.

Vpliv in posledice digitalizacije na proces inoviranja v industriji

“…This situation is important for the implementation of the customer monitoring system and the setting of a dynamic business strategy and changes in the logistics operations of the company. The branding process is based on building and development of the brand´s awareness between consumers (Soviar et al 2019). It helps customers to understand all company process and attract attention.…”

Use of the Internet of Things in the Business Environment to Smart Business

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Transformation of business architecture as a result of globalization and glocalization processes

“…In the future, business architecture, whose integral part is the organizational and management structure of enterprises, will have an important role in achieving business objectives (Váchal and Talíř, 2020) and improving the reputation of the enterprise. Based on the positive or negative reputation of the enterprise, employees naturally choose which company to work in, investors decide on which company they want to invest in, and customers choose a company from which they want to buy products or services (Soviar et al, 2019). There are many other factors affecting the effective selection of the organizational structure, such as the enterprise goals and strategy, size, life cycle, management style, technologies, social environment, enterprise culture, changes in the enterprise management, and changing managerial trends.…”