Lexus Brand “h”

By 2005 Lexus was firmly established as a brand that consumers could count on for quality and reliability.

Lexus Brand “h”

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months):

October 2005–June 2008

Start of Advertising/Communication Effort:

October 2005

Base Period for Comparison:

Historical Comparisons

a) Introduction:

By 2005 Lexus was firmly established as a brand that consumers could count on for quality and reliability. But despite strong sales growth and a mandate to become the leading luxury brand in Canada, Lexus was stuck at number five in the category.

Research among Lexus, Mercedes and BMW owners revealed what was stalling progress: Lexus was respected, but not desired. The “Relentless Pursuit of Perfection” had to be supplemented with a...

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