Case History




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Gravity Nissan Xterra

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Gravity Nissan Xterra

  1. 1. Case History NISSAN Nissan Xterra XTERRA® Nissan’s marketing team identified a market We created a rough stop-action video that niche that had been under-served: the sport epitomized the lifestyle and spirit of the target utility vehicle designed for people that actually audience. These rough-and-ready outdoor engage in the sports and activities for which video images, set to Muddy Waters music, served SUVs are designed. as the inspiration for the thousands of names that were created. To reach this audience, early positioning work focused on the vehicle as the “anti-luxury SUV”. The name candidates were then short-listed Edward Saenz, Gravity Branding’s principal, worked and qualitative name testing groups were conducted with Nissan to better understand how naming in key SUV markets to determine the appeal of the might leverage the initial positioning concept. proposed names. The market research program, together with a We are a premier brand consulting group with a comprehensive international linguistic and a specialty in brand name creation. cultural acceptability check helped pare down the list of names. The merits of the two finalists, To ensure that our approach is steadfastly focused on business objectives, we integrate EXTERRA and XTERRA, were debated. market research and brand positioning into our work flow. We also maintain a talented graphic Ultimately, XTERRA was recommended because it design team for those clients that require was most consistent with the “contentious” vehicle their brand name to be transformed into a positioning, it was unique in the category, compelling visual identity. and it conveyed the concept of “cross terrain.” XTERRA has been one of the most successful Contact us: products for Nissan, garnering industry awards Edward Saenz | principal and spawning the development of XTERRA edward@gravitybranding.com owners groups nationwide. 415 979-9345 x 202 direct www.gravitybranding.com Confidential | 300 Brannnan Street #404, San Francisco, CA 94107 | ©2006 Gravity Branding LLC

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