Abstract:

In the car industry and when it comes to generalist brands (vs. niche/high end), we know that image is built through communication and particularly TV advertising. In many countries, the leading brand is actually the leading TV media spender. The total car industry category is generally one of the top three categories that spend on TV. On that basis the point of sale is considered as just the place where cars are sold.This paper looks at how the point of sale can be used to further the strategic evolution of Renault'd image and brand identity.