Businesses can use co-branding as a leveraging strategy over their competition. Kevin Keller, author of Strategic Branding Management, maintains that brand equity is fundamentally determined by the brand knowledge created in consumers’ minds by the supporting marketing program.
Here’s an example of this approach. Seeing our last child graduate from high school and progress to college, my wife and I are able to drive something other than a minivan. Currently, I drive an Infiniti I30t to work on my commute. Although it has over 100,000 miles, the vehicle runs like a luxury sports car. Infiniti is a luxury division of the Japanese automaker Nissan. Nissan’s marketing strategy is to provide premium status to its vehicles with luxury content and high performance. What is interesting is this Infiniti brand is not promoted within Japan. Given this reality, brand equity is critical.
Nissan is building from this premise. In fact, its business strategy is to target the luxury segment in the United States that would not fit with Nissan’s mainstream brand. In fact, the Japanese government imposed voluntary export restraints for the United States markets so that it is more profitable to export cars abroad. Therefore, Nissan is building its sub branding through the premium Infiniti brand.
Vehicle graphics are a great way to get your business message to a huge audience, in a fast and cost-effective way.
It’s not like vehicle graphics are new. In fact, vehicle ads have been around almost as long as cars themselves. There are reasons businesses have been using vehicle graphics for so long. First of all, it’s money well-spent. Vehicle graphics are less expensive that other types of advertising and they reach a wide-ranging audience. People notice vehicle graphics, even if it’s subtle. Outdoor Advertising Magazine conducting a poll in which 99% of those surveyed said that mobile advertising is more effective than traditional outdoor advertising (billboards).
If you are considering vehicle advertising for your business, here are some tips and advertising options: