Repositioning Nissan for Future Profit - It Didn't Half Work

1985-6 repositioning of Nissan before opening of the new UK factory, which would enable the brand to break the quota limit.
Agency: Saatchi & SaatchiAuthor: C.R. Flint

Repositioning Nissan for Future Profit - It Didn't Half Work

INTRODUCTION

This paper deals with the repositioning of Nissan during the period August 1985-August 1986 in advance of the opening of the UK factory. It will show how advertising promoting the brand values of Nissan succeeded in creating an excellent future sales outlook for Nissan and allowed it to increase the value of its sales in the short term.

BACKGROUND

Nissan is a Japanese manufacturer of motor cars. In 1988, its brand share of the UK market of 6% was...

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