Jaguar models a new global brand strategy

Jaguar models a new global brand strategy

Author | exchange4media News Service | Wednesday, Feb 29,2012 7:00 AM

Jaguar models a new global brand strategy

Jaguar announces a new, future-looking global marketing and brand strategy that will add fresh impetus to its evolving product-led revitalisation programme.

Simultaneous with the unveiling of a new Jaguar logo and corporate identity, the launch of an innovative marketing campaign aims to increase awareness of the brand amongst a new audience in line with the marque's ambitious future plans.

The new Jaguar global marketing campaign is the result of collaboration with SPARK44, the international communications agency that’s part-owned by Jaguar Land Rover, and will feature print, television, outdoor and digital advertising.

Deliberately provocative, the campaign is designed to capitalise on the existing emotional pull of Jaguar's cars and challenges consumers to answer: 'How alive are you?'

Adrian Hallmark Global Brand Director, Jaguar Cars said, "Jaguar's current range already represents an enviable combination of luxury, innovation and seductive performance, and we're working hard to build on those existing strengths by developing exciting new models and derivatives - some of which you will see very soon.”

The basis for the new strategy is for the marque's existing product range - the sporting XK, and the XF and XJ saloons.

While disclosing his views about the product-led revitalisation programme, he said, “Now is also the perfect time to re-energise the Jaguar brand, both to underline how ambitious we are, and to reach a new and enlightened customer base that is rightly demanding of the cars it buys. Our fresh corporate image and the new global marketing campaign both underline the confidence we have in our existing products, and set the tone for our future expansion."

The Jaguar Alive campaign, including the new TVC, will be launched across India in early March 2012.

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