Toyota Corolla: Emotional Investment, Financial Return - the launch of the next generation Toyota Corolla

Lindsey Parnell and Adrian Zambardino

This paper is about the financial value of emotional differentiation. In it, we will demonstrate how the launch campaign for the new Toyota Corolla repositioned the brand from being a reliable car that offered good value for money to one that you would actively desire.
Agency: Saatchi & Saatchi and Zenith OptimediaAuthors: Lindsey Parnell and Adrian Zambardino

Emotional Investment, Financial Return

The launch of the next generation Toyota Corolla

EMOTIONAL INVESTMENT, FINANCIAL RETURN

The launch of the next generation Toyota Corolla

This paper is about the financial value of emotional differentiation. In it, we will demonstrate how the launch campaign for the new Toyota Corolla repositioned the brand from being a reliable car that offered good value for money to one that you would actively desire. It was consequently able to sell higher volumes at a premium that would previously have been...

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