*Author and creator of the methodology for brand strategy is Anja Bauer Minkara – All rights reserved, 2003.
AutoZubak Company is the market leader in retailing and servicing of some of the strongest automotive brands such as Audi, Volkswagen and Seat. We were hired to rebrand AutoZubak due to the expansion of its business and introduction of new services in the market place.
The rebranding process focused on the tradition and the experience that AutoZubak has acquired since 1978, but also to modernize the brand and enrich it with new attributes such as friendly and personal. The research showed that trust is the most important emotion among customers when it comes to buying and repairing their vehicles. They are cautious when it comes to uncertified dealerships but also perceive the authorized ones as lacking in providing value for money. Therefore, our main insight was that people return to those they trust – that was also chosen as the brand’s new slogan. AutoZubak was repositioned as a modern, friendly and trustworthy brand with strong heritage.
We also defined the brand architecture and developed three new brand extensions – AutoZubak Neostar (sales of used cars and servicing all the vehicle brands), AutoZubak Movens (car fleet management) and AutoZubak Pro (equipment, parts and supplies). Our sister agency Bruketa&Žinić OM developed the new visual identity and communication which is more direct, humorous and friendly.
Senior Brand Consultant: Anja Bauer Minkara
Brand Consultant: Petra Despot
Naming consultant: Anja Bauer Minkara, Petra Despot
Copywriter: Anja Bauer Minkara
Brand Implementor: Jelena Mezga
Creative Directors: Davor Bruketa, Nikola Žinić, Miran Tomičić, Dragan Lakičević
Director: Sanja Petek Mujačić
Art Director: Nebojša Cvetković
Copywriters: Ivan Čepelak, Lana Mujičić
Designer: Željka Županić
Account Executive Senior: Martina Ivkić
Production Manager: Vesna Đurašin
DTP: Radovan Radičević