Services Provided

Problem

Borusan owned an associated company with Manheim, one of the world’s important vehicle trading brands, and continued its activities in this market with the Manheim brand. However, Borusan had to decide what kind of brand strategy and brand name it should proceed with as a result of the end of the alliance.

Solution

Firstly, we conducted ethnographic research with more than 30 car dealers in six cities. We analyzed the dealers’ expectations, cultural codes, behavior patterns, and jargon in this research. We learned what “bead-like car” means. We identified the dealers’ brand perceptions of Manheim and Borusan and the relationship between these two.

Result

In the end, we suggested the company proceed with the Borusan brand. The suggestion was accepted, and the brand was launched as Borusan Araç İhale. The brand transition was successful, and Borusan kept its leading position in the market.

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