Nissan: Repositioning Nissan for future profit - it didn't half work

Repositioning of the Nissan brand before the opening of a new UK factory was needed in 1985-86. Had to make the car more interesting to those less concerned with price, this would be vital to Nissan remaining profitable. Advertising allowed a 12.8% price increase adding over £39m in value. Brand share increase seen to be associated with the advertising periods. Effect expected to be long term, advertising paid for itself in the fist years several times over.