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Case Study

One of the world's best-known carmakers, the Honda Motor Company, Ltd., had popularized economy and midsize cars for decades.

Case Study

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.

Case Study

This 1998 paper shows how model advertising for the (two-three-year-old) Clio in 1991-93 helped regenerate the (100-year-old) Renault marque.

Case Study

Continues the story of the Renault Clio (the 1991 launch campaign was featured in no. 4458).