LeasePlan
LeasePlan, the fleet and vehicle management company had enjoyed a market leading position. Market research in 2003 showed this position was under threat as the competition encroached on their product differentiation. In addition, rapid expansion was affecting the company’s brand consistency.
Approach
Market research led to recommendations as to how LeasePlan should be re-positioned to meet the future demands of the market.
A new brand promise was produced ‘It’s easier to LeasePlan’ and a suite of graphical material was developed to support this positioning.
Critical to success were LeasePlan’s employees. A major internal communications campaign was implemented covering 5000 people in 26 countries. The focus was on the customer’s needs and service excellence.
Results
Follow-up research showed 95% of all worldwide employees were adhering to the new brand position. As a result of the brand work LeasePlan maintained its position ahead of the competition.
Involvement
This work was undertaken by BBN France, Sweden, Germany, Netherlands, UK, USA and Czech Republic.
Download case study (PDF)