PARIS – European auto makers aren’t using their brands in a way that could help orient customers confused by the growing number of choices, a French expert on product brands says. “The world of automobiles is very far from the branding system of the consumer-products world, of which it is now a part,” says Georges Lewi, chairman of Bec-Institute, in a presentation here at the 11th Automobile Conference sponsored by the French business newspaper Les Echos. A brand is a sort of mental ...

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