Subaru and Jaguar provide outstanding examples of what can be achieved when a consistent marketing programme, sports sponsorship and brand development are combined to create a world class brand. Subaru have won several World Championships and achieved consistent success in the World Rally Championship. Jaguar, after many periods of success in sports car racing, are now an important new player in Grand Prix racing.This book tells the inside stories behind these campaigns and brand building strategies, and will be of interest as compelling case studies of sports sponsorship and brand development.

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