Lubner on Belron's Branding Strategy

During an exclusive interview conducted last week in Philadelphia, Belron chief executive officer Gary Lubner shared his views on branding with glassBYTEs.com™/AGRR magazine publisher Debra Levy.

"If you've done your branding correctly, when that infrequent purchase happens, one thing should come to your mind," he said. "When you're not, that means you've got to invest a significant amount of money, get a lot of coverage in the media, to make sure that when people do think of an automotive glass company to deal with, they'll think of yours, and that's, quite frankly, our strategy."

He also noted that promoting windshield repair is a crucial part of the company's strategy.

"Our objective is to keep the average costs as low as possible, and repair is certainly a way to do that, and, so, yes, most of the advertising is around repair," Lubner added.

Need more info and analysis about the issues?
CLICK HERE to subscribe to AGRR magazine.