Learn more about Sustainable Brands 2015 San Diego

lather, rinse, rebrand

Despite Economy, Hertz Aggressively Invests In Its Brand

Posted by Sara Zucker on December 14, 2009 12:37 PM

Car rental company Hertz is implementing a brand overhaul by upgrading its facilities and streamlining its services.

The company will introduce free mobile device widgets in the first quarter of next year, which will allow users to make reservations, find Hertz locations, and receive promotions over the phone. The brand is also offering ''smart'' phone applications that will permit customers to make reservations via their BlackBerrys and iPhones.

Hertz will modernize facilities by replacing most of its signs with sleek LCD screens. These updated facilities will be unveiled in the coming weeks in Atlanta, Chicago, Frankfurt, and Shanghai. Hertz is also in the process of creating a new, more contemporary logo that incorporates the brand's signature yellow color.

Rebrands are typically big investments for brands and, in tough economic times, many hesitate and act timidly in the face of uncertainty; Hertz, however, is aggressively pursuing its rebrand, and believes investing in its brand now will pay off in the future. The company has not revealed the cost of its rebranding efforts.

Hertz is the world's largest general-use car rental company with an estimated 8,000 locations in 145 countries. The travel industry continues to struggle due to the economic downturn as many families are staying close to home and corporations are curtailing business trips, but Hertz raised its 2009 profit and revenue sales in October.

More about: , ,


replica handbags People's Republic of China says:

2222c   After decades of traditional advertising, franchise brands embrace social networks.

April 12, 2010 11:27 PM #

Comments are closed

elsewhere on brandchannel

1 2 3 4 5 6 7 8 9
brandcameo2014 Product Placement Awards
Apple loses its crown to a new #1
Coca-ColaIt's the Journey That Matters:
Coca-Cola Opens Up With Story-Based Web Refresh
debateJoin the Debate
Is product placement a waste of money?
Arthur Chinski and Joshua Mizrahi
Model Behavior? Brands Beware
U.S. Legal Changes Impact Use of Brand Ambassadors
paperCorporate Citizenship in Canada
Fresh thinking from Interbrand
Sheryl Connelly
Sheryl Connelly

Meet Ford's Resident Futurist
Highlighting the Present—and Future—of Branding in Latin America and Iberia