Agency: Saatchi & Saatchi | Author: 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...