COMM 300: Renewing the Nissan Brand

From BluWiki

Case prep

Notes from Mark's presentation:

• Sales value down in 1992 & again in 1998?
• Profit tanks in 1998-1999

What are the changes:

• Build its brand to achieve profitable growth
• CFT (cross functional team) tasked with a brand definition
  • Created a branding strategy that comunicates to all the customers in a unnified way.
  • Defining the direction of the brand:
    • Originality - how do you communicate this to people?

CFT created a "corporate culture" that Nissan wants to live up to - SHIFT