Synopses & Reviews
Subaru and Jaguar provide outstanding examples of what can be achieved when brand development and relationship marketing are combined to create a world class brand. Subaru achieved victory in the World Rally Championship. Jaguar are now an important new player in Grand Prix racing. This book tells the inside stories behind these campaigns and brand building strategies, and will be of interest as compelling case studies of sports sponsorship and brand development.
Table of Contents
Part I: The Background * Introduction * Sport, Sponsorship and Marketing *
Part II: The Story of Two Companies * The Problem, Fuji Heavy Industries and Subaru in the 1980's * Prodrive and Fuji Heavy Industries: the Development of the Relationship * The Sales and Marketing Results * Portrait of the Partner * Jaguar, Jaguarsport and Le Mans * Racing and XJS and Raising Profile with TWR * The Marketing Concept * The Campaign and Sales and Marketing Results * The Billion Dollar Road to Ford and Grand Prix *
Part III: Conclusions * Lessons from the Cases
Part I: The Background * Introduction * Sport, Sponsorship and Marketing * Part II: The Story of Two Companies * The Problem, Fuji Heavy Industries and Subaru in the 1980's * Prodrive and Fuji Heavy Industries: the Development of the Relationship * The Sales and Marketing Results * Portrait of the Partner * Jaguar, Jaguarsport and Le Mans * Racing and XJS and Raising Profile with TWR * The Marketing Concept * The Campaign and Sales and Marketing Results * The Billion Dollar Road to Ford and Grand Prix * Part III: Conclusions * Lessons from the Cases