How Advertising Helped Saab Take Off

How advertising contributed to the success of Saab Great Britain, 1984-7. Need to revitalise the brand with controlled volume growth, improved model mix, introduction of new models, increased dealer contact.
Agency: KHBBAuthors: Nigel Fordham and Paul Collins

How Advertising Helped Saab Take Off

INTRODUCTION

This case history will demonstrate the importance of advertising to the success of Saab Great Britain since 1984.

By achieving its objectives - a dramatic improvement in awareness and marque image resulting in heightened desirability and consumer demand - advertising has played a crucial role in helping Saab increase sales (up 24%), turnover (up 71%) and profitability (up 331%).

Advertising has assisted Saab to move upmarket to find a profitable niche in the executive car market.

A short history in...

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