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The Quell Group : Integrated Brand Communications


Akebono Brakes

Akebono – Taking the Premium Position.

Successfully competing and growing in the highly competitive brake pad market with the highest-priced product is testament to the effectiveness of a market positioning and communications strategy that clearly communicates the value of Akebono’s premium-quality friction products to customers – the distribution channel and consumers.

The Quell Group defined Akebono’s unique market position, developed a market communication strategy, and implemented a diverse set of tactical tools that included participation in AAPEX and radio “car talk” shows, installer-testimonial advertising and heavy editorial coverage that helped position Akebono as the best.

Whether it’s a bolt-on DIY product or a highly technical DIFM accessory, The Quell Group establishes and sustains productive relationships with providers and users of aftermarket parts. We are equally at home getting your product preferred by WDs, jobbers and installers as we are the motoring public.

Services to Akebono
Brand Development
Market Positioning
Strategic Messaging
Event Marketing
Channel Communications
Sales Programs
Media Relations
Digital Communications
Graphic Design
Sales Collateral Development
Video / Interactive Communications


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