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Gravity Branding Facilitates Launch of Nissan's New Full-Size SUV

Strategic Market Research and Naming Campaign Results in the Designation of the Nissan Pathfinder Armada

SAN FRANCISCO, Nov. 17 -- Gravity Branding, a San Francisco- based brand strategy, naming and design firm, today announced the fulfillment of a naming strategy campaign for Nissan's new full-sized SUV, the Nissan Pathfinder Armada, released to the market in October 2003. In support of Nissan and the newest member of the Nissan Pathfinder family of vehicles, Gravity Branding conducted market research and a comprehensive naming process to christen the new SUV, the Nissan Pathfinder Armada.

"It was of the utmost importance to the Nissan team that we utilized a thoughtful and effective branding strategy for identifying our new full-size SUV. We wanted to be sure that our approach was both informed and thoroughly strategic," said Glen Hogue, senior manager marketing research for Nissan North America. "The entire branding process was instrumental in validating the benefits of extending the Pathfinder name to our new full-size SUV."

"What people generally don't realize about naming a consumer product is that the process goes significantly beyond haphazardly brainstorming names," said Edward Saenz, partner & founder, Gravity Branding. "In the case of Nissan's new SUV, the process included a strategic brand extension assessment, a brand equity market research study, extensive research, creative naming presentations and, finally, the securing of a consensus within the Nissan team. The end result of the entire process ensured that Nissan's core communication goals were satisfied."

Based on the market research findings, the Nissan and Gravity Branding team chose to focus on creating a new name for the full-size SUV that would convey its significant stature. To meet this objective, the team developed a broad range of names that honed in on the required communication profile for the new full-sized vehicle. From this large body of work, Gravity Branding ultimately recommended the name Armada, derived from the word "armata," the Latin term for "fleet or army."

For more information about the Nissan Pathfinder Armada, go to http://www.nissanusa.com/vehicles/FutureModelHomePage/0,,24843,00.html

About Gravity Branding

Founded on January 1,2000, Gravity Branding is a San Francisco-based brand strategy, naming and design firm. Gravity offers clients high performance branding solutions by employing a highly experienced and extremely responsive small team approach. Gravity Branding works to ensure that the proposed branding strategy, naming and design solutions synchronize closely with the brand proposition to create successful brand offerings that command audience preference. Gravity Branding has served clients across various industries and disciplines including included Microsoft, Nissan and Verizon. They also conduct pro-bono work for non-profit organizations such as Interplast, Jackson Square Historic District and Family & Children's Services of Palo Alto. For more information on Gravity Branding, go to http://www.gravitybranding.com/