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              [html]<thead><tr><td>arket where we compete. We have set up very specific</td></tr></thead><tbody><tr><td>rgets for the brand. My personal mission statement is to</td></tr><tr><td>uld Nissan and Infiniti into the most clearly defined,</td></tr><tr><td>owerful brands in the automotive industry. We created a</td></tr><tr><td>and scorecard to measure our performance, covering</td></tr><tr><td>spects like retail sales, market share, profitability, total</td></tr><tr><td>stribution costs, as well as purchase intentions and</td></tr><tr><td>Socions about the brand in several categories. In virtually</td></tr><tr><td>Revery market around the world, all of these metrics are</td></tr><tr><td>oving in a very positive direction. We ’ re happy about that,</td></tr><tr><td>ut certainly not satisfied.</td></tr><tr><td>Historically, brand management has been about</td></tr><tr><td>nforcing brand standards, guarding your visual identity</td></tr><tr><td>nd brand identify, making sure that intellectual property is</td></tr><tr><td>anaged intelligently and advantageously. We ’ re working</td></tr><tr><td>n changing that focus, being more strategic and more</td></tr><tr><td>oportunistic when thinking about growing our business</td></tr><tr><td>ther than simply protecting existing assets.</td></tr><tr><td>Some people mistake advertising or public relations, or</td></tr><tr><td>e way you greet customers in the showroom as the</td></tr><tr><td>and. In reality, everything we do as a company affects the</td></tr><tr><td>and Every customer interaction with our brand helps</td></tr><tr><td>Efine who we are and what we stand for, not only for that</td></tr><tr><td>dividual customer but also for everyone that customer</td></tr><tr><td>teracts with</td></tr><tr><td>Simply stated, the core strength of the brand is the</td></tr><tr><td>ore strength of the company. Assets are perishable ;</td></tr><tr><td>nancial strength is ephemeral. The values the brand can</td></tr><tr><td>Efine, and the behaviors the brand can drive, give the</td></tr><tr><td>ganization clarity in the marketplace. Brand also gives</td></tr><tr><td>Noneople here at Nissan focus. Our brands are, in fact, the</td></tr></tbody>
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