Nissan starts 12.5m campaign to launch new identity for brand

Nissan is to launch a new brand identity this month, supported by 12.5m of advertising.

The branding, developed by TBWA GGT Simons Palmer, presents little known facts about Nissan through montages of everyday life.

One press ad reads: “Nissan – To be honest we don’t think you need a witty headline when you can report 40 per cent fewer faults than BMW, Mercedes, Volvo, Audi or Volkswagen.”

The work will feature in press and TV campaigns for the Primera and the Terrano 4×4 beginning in March and April. It follows the arrival of Nissan’s new UK marketing director Neil Burrows, who was recruited from Audi in August last year.

He says: “This is the start of some major brand development work at Nissan. We have got a lot of product activity coming up. What we wanted to do is take a look at how we prepare the market for that. One of the things we are keen to do is make sure we have a stronger brand position than we currently enjoy. The brand itself lacks a bit of clarity with consumers.” Nissan last year increased its share of the UK car market from 4.43 to 4.51 per cent. Its ambition is to obtain five per cent of the market.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here