Renault Syria Brand Audit and Marketing Strategy
Brand Audit, Market Research and Marketing Strategy
Renault France assigned Imagine Group to audit its brand image and dealers’ brand performance in Jordan, Syria, and Lebanon, which required that we understand the brand architecture and positioning of Renault and its models in those countries. For this, we conducted and shared our findings on Renault Middle East websites as well as its social media pages, including the ones for Syria and Lebanon. Our brand audit study focused on real measurements for the customers perception of Renault brand as well as the dealer brand image. Customer loyalty for Renault brand and customer perception of other brands currently competing with Renault in the Middle East market were taken into consideration and were filtered to create a database for our analysis and the marketing strategy we developed.
Renault Group, which has been making cars since 1898, is present in 134 countries and has sold 3.8 million vehicles in 2019. To meet the major technological challenges of the future while continuing to pursue its profitable growth strategy, it is focusing on international expansion and drawing on the synergies of its five brands: Renault, Dacia, Renault Samsung Motors, Alpine and Lada.
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