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Strategy Analytics

Consumer Brand Perception of Google Navigation Continues to Rise

Author: Alvin Wu

Publication Date: Jun 27 2012

Pages: 21

Report Type: Buyer Analysis


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Summary

Garmin remains as the most preferred brand for navigation in the US, but Google has surpassed Tom Tom for second place. In Western Europe, Tom Tom continues to dominate, but their brand perception in three of the four countries surveyed has decreased, while brand perception for Google increased in three of four countries. Consumer brand perception for traditional PND makers is predicted to continue to decline, as they continue to struggle to compete with free smartphone navigation offerings.

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Table of Contents

  • 1 Executive Summary
  • 2 Introduction and Methodology
  • 3 Google Surpasses Tom Tom in the US
  • 4 Tom Tom Continues to Dominate in Western Europe
    • 4.1 UK
    • 4.2 France
    • 4.3 Germany
    • 4.4 Italy
  • 5 Conclusion
  • 6 Analyst Contacts
  • 7 Appendix: Respondent Profile
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