Sports Sponsorship and Brand Development: The Subaru and Jaguar Stories

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Subaru and Jaguar provide an outstanding example of what can be achieved when brand development and relationship marketing are combined to create a world class brand. This book looks at the partnership between the two companies took them from strength to strength culminating in victory at the World Rally Championship. This explains why Mercedes, BMW, Honda, Renault and now Jaguar have invested heavily in Formula 1 to try and establish or maintain world class brands and provides an important lesson for anyone interested in the creation of world class excellence and global brands.