While Honda is well known in the car and motorcycle realm, few people know it is strong in lawnmowers, power equipment and marine engines. Honda also is entering the field of jet engine manufacturing.
Thomas Elliott, exec VP of automobile operations, said research shows that corporate image campaigns have a measurable impact on consumer perceptions if the advertising is executed correctly.
"We've seen a definite up-trend in our image in areas like being a technological leader," he said, referring to past Honda car and racing-related advertising. "But this is the first focused corporate campaign we've ever done."
THREE ATTRIBUTES ACCENTUATED
The advertising, running mostly on cable TV but also including some print, initially will focus on three attributes: product diversity, environmentalism and innovation.
Rubin Postaer & Associates, Santa Monica, Calif., is the agency.
The diversity spot, planned for June, will show the full array of Honda-brand products in an attempt to carry over the good feeling people have about their Honda vehicles toward other products, Mr. Elliott said.
The environmental message will come this fall and will show Honda's efforts to develop cleaner vehicles, such as the low-volume EVPlus electric vehicle and V V hybrid car, as well as big-sellers such as the Accord ULEV, which is an industry leader in low emissions.