Nissan Europe is introducing a new brand philosophy to consumers
this month in its first branding brochure to target potential customers
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
The object is to both engage the customer and heighten awareness of the
total Nissan offering.