Turning 'point of sale' into an image and sales accelerator

In the car industry and when it comes to generalist brands (vs niche/high end), image is built through communication, and particularly TV advertising.

Turning “point of sale” into an image and sales accelerator

Eric LemerleMarket Intelligence Department, Renault, France

Renaud Degon and Hubert BoulosBD&CO (Conseil Boulos Degon), France

THE RESEARCH

STEP 1: RENAULT BRAND “SENSE”:...

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