BRAND PERCEPTIONS We then had MCMs tell us what they thought of Nissan and its top competitors.
“Nothing about Nissan really stands out to me. They don’t really have a gimmick.” Anthony, 19
Overall, MCMs had nothing negative to say about Ni ssan. The problem is they didn’t have much positive to say either.
HOW NISSAN IS POSITIONED “Innovation for All” positions Nissan as a company that brings new, original and advanced products to the masses.
HOW MCMS PERCEIVE NISSAN Nissan is perceived as a Japanese brand for older people. MCMs believe Nissan is safe, reliable and green, but still see the brand as middle-of-the-road.
“Nissan is a nice, Japanese car.” Christian, 29
“I think of my dad’s car. Something working professionals his age would drive.” Jocelyn, 25 MARKETING • 3