Lexus - European Sponsorship Strategy of Colin Montgomerie

Lexus is a leading luxury car brand, and set its sponsorship objectives as to 'support Lexus distributors and their new dealer base across Europe' and 'target Lexus prospects and customers'.

Lexus – European Sponsorship Strategy of Colin Montgomerie

BRAND BACKGROUND

In 1996 Toyota Head Office confirmed the decision to separate the Toyota and Lexus brands at Retail level (dealerships) across Europe. Toyota had successfully used golf for...

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