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.

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