Saab: How advertising helped Saab take off

Brand needed to be revitalized, with introduction of new models and increased dealer contact. Saab had a small group of enthusiasts but was not well recognized outside that group, it had a lack of heritage and very little advertising. Using TV and some general and motoring press the brand was established as the only one with a manufacturer that had originally been an aircraft company. Spend was doubled. Results were a repositioning of the marquee in a distinctive way, image was improved, brand awareness increased as were market and volume sales. Campaign was key to the image change and so stimulated profit and sales increases