S - T: Saab

 

Saab sales were flat and, in order to grow, the brand had to evolve from niche to challenger. To increase brand awareness and consideration in the highly competitive luxury import market, Saab needed ...

Saab's national radio creative is adapted for local markets to direct the consumer to the nearest dealer. Their domination of premium car advertising on radio, in share of voice terms, in 1999 contri ...

This 1998 DMA ECHO entry was created by The Martin Agency for Saab Cars. With 37 % of Saab owners using the Internet to shop for cars, Saab decided to build a Web site designed to steer customers to t ...

This 1998 DMA ECHO entry was created by The Martin Agency for Saab Cars. With 37 % of Saab owners and 25 % to 38 % of non-Saab owners using the Internet to shop for cars, Saab decided to build a Web s ...

This 1998 DMA ECHO entry was created by The Martin Agency for Saab. In the import automotive category, lease retention rates range from 17 % to 70 %. With Saab's retention rate hitting the bottom of t ...

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 c ...

The concept of brand community is suggested, being defined as a specialised, non-geographically bound community, based on a structured set of social relations amongst admirers of a brand. Grounded in ...