Lifestyle brands get smarter

Mortimer, Ruth
July 2002
Brand Strategy;Jul2002, Issue 161, p26
Trade Publication
Looks at the Smart car brand of Daimler-Chrysler. Creation of customer loyalty initiatives; Determination of whether the company can create an identity that is bigger than the car itself; Revenue stream for the brand through the SmartCollection accessories line; Aspects of Smart as a lifestyle brand.


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