How Saturn Built A Brand

“How did Saturn become a strong brand in only a few years? What were the key decisions, policies, and programs? Below is a description of seven areas of st

“How did Saturn become a strong brand in only a few years? What were the key decisions, policies, and programs? Below is a description of seven areas of strategy that were potential contributors. The goal is not only to describe what was done but also to suggest the logic behind the strategies: why they were pursued, and how they were intended to contribute to the brand. Although certainly some elements of the Saturn strategy may have been critical, it was the synergy of the total program rather than the power of any single element — that led to its success.”


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Date:
November 23, 2016
Author:
XPLANE