An In-Depth Look at the First Lexus Global Branding Campaign
by Holly Conner
The introduction of the first Lexus global branding campaign, “Amazing in Motion,” is a pleasant surprise. Lexus is already a very successful global brand as it is ranked among the 10 largest Japanese global brands in market value. Even though numbers are well below its German rivals BMW, Volkswagon and Mercedes-Benz, the Lexus brand had an 18% global sales increase. Pretty impressive with no global branding efforts to date…That being said, it’s well noted that Lexus is “seeing the light” as branding opportunities continue to present themselves overseas.
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When you think of “parent” corporation, what comes to mind?
When it comes to your favorite brand names, realistically, just how likely are you to stay loyal to them? Personally, I have certain brands I would never abandon.
