Brochure stresses Nissan branding

Nissan Europe is introducing a new brand philosophy to consumers this month in its first branding brochure to target potential customers directly.

Nissan Europe is introducing a new brand philosophy to consumers

this month in its first branding brochure to target potential customers

directly.



The brochure, which launches in seven different European countries,

stems from a recent overhaul of brand strategy by Nissan’s regional

headquarters in Amsterdam. The overhaul distilled Nissan’s brand values

into three words - total, quality, experience - and this is the

fundamental message of the brochure.



Developed by Payne Stracey, the booklet is designed to answer the simple

question: why Nissan?



It covers Nissan’s rigorous testing procedures and attention to detail

in design, as well as the scale of its European operations and successes

in the British Touring Car Championship.



’Research showed that most potential consumers felt we should be a

little bit more active about telling them what Nissan is all about,’

Frank Winter, Nissan’s European marketing manager, explained.



’The focus is to enhance the Nissan brand by reinforcing the core values

we bring to the whole process of car manufacture in what is an

increasingly competitive market. This publication is an excellent

summary of the Nissan way,’ he added.



Payne Stracey is part of the TBWA network, which is Nissan’s agency of

record in many countries.



Mike Cavers, the creative director at Payne Stracey, commented: ’The

publication reflects the overall quality of Nissan in an appealing

way.



The object is to both engage the customer and heighten awareness of the

total Nissan offering.



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