High volume auto brands live from one launch to the next. Add a global footprint and managing a global brand becomes burdensome.
To achieve the increase in market share and margin set by Carlos Ghosn, Nissan needed to establish a brand and marketing framework to help structure and disseminate the vast quantities of data collected.
The program started in Yokohama. Through close collaboration with local, market intelligence teams, a planning tool with an annual review cadence and performance assessment was deployed across markets.
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