text: The global expansion of the Infiniti brand is another 
  
  example of building a brand. Developing and building Infiniti 
  
  is about making a specific brand decision. You can’t 
  
  advertise a luxury brand like this in the same way you do a 
  
  standard non-luxury brand. The typical Infiniti customer 
  
  might never buy a Nissan, for example, because it’s not 
  
  exclusive enough. So in the Planning Group, we have a lot 
  
  of work to do upstream, going deep into brand 
  
  understanding and then deploying this understanding on 
  
  specific products, features that span across multiple car 
  
  lines, perceived product quality, materials and so on. 
  
  Brand is about consistency; keeping on track, building 
  
  step-by-step to sharpen the awareness that we are 
  
  professionals with finely tuned cars meant for very specific 
  
  customers. For example, in the recent launch of the Infiniti 
  
  brand in Korea, everything in support of the brand had to be 
  
  outstanding from the beginning—the sales network, the 
  
  service, the people. We are going to do great things with 
  
  Infiniti as we take the brand global over the next five years. 
  
  Like the global expansion of Infiniti, our Light 
  
  Commercial Vehicles (LCV) business presents another 