TOKYO: Boosting Nissan Motor's marketing efforts is be at the forefront of president/ceo Carlos Ghosn's thinking, following the Japanese automaker's first profits tumble in eight years.
Its figures for the fiscal year to the end of March reveal sales fell 4% in the US and 12% in Japan, compared to the prior period. Profits slipped 11% for the year and more than 50% in the last quarter.
Ghosn says the Nissan and Infiniti brand names fall "somewhere in the middle of the pack [and building] our brand power is critically important".
According to TNS Media Intelligence, Nissan spent $167 million (€123m; £83.9m) in US measured media (excluding outdoor) in January and February of this year and $943m in the whole of 2006, a drop of 7.9% over 2005.
Data sourced from AdAge.com; additional content by WARC staff