AutoNation Plans Brand-Building Blitz

Guilford, Dave
September 1999
Automotive News;9/6/1999, Vol. 74 Issue 5836, p4
Trade Publication
Reports on automobile dealership chain AutoNation Inc.'s plan to begin phasing in the AutoNation brand on a national scale in the fourth quarter of 1999 with an advertising campaign. Details of the chain's two-phase strategy for building its brand in the United States; Total advertising spending planned for the year 2000; Difficulty faced by AutoNation because of automobile dealers' strong local identities.


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