SuperBrands ’96 Category Ranking: TRAVEL

Car Rentals
The major players faced rising fleet costs from automakers, but had difficulty
in passing costs along to consumers. Marketing focused mainly on attracting
business travelers.
Brand Co. Name, Location
Lead Agency, Location
Sales (billions)
Media Exp. (millions)
1 Hertz Hertz, Park Ridge, NJ
Wells Rich Greene BDDP – New York
Sales: $4.80
Media Exp.: $46.9
2 Avis Avis, Garden City, NY
Bates Worldwide – New York
Sales: $3.00*
Media Exp.: $24.0
3 Budget Budget Rent A Car, Lisle, IL
Tracy-Locke – Dallas
Sales: $2.30
Media Exp.: $16.6
4 Enterprise Enterprise Rent-A-Car, St. Louis
Avrett Free & Ginsberg – New York
Sales: $1.97
Media Exp.: $22.0
5 Alamo Alamo Rent-A-Car, Fort Lauderdale, FL
Hal Riney & Partners – San Francisco
Sales: $1.27
Media Exp.: $29.6
Sources: Business Travel News (sales, *-estimate); Competitive Media Spending
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