VOLVO: AN INSIGHT INTO BRANDING - Brands and Brand Positioning
In marketing management communication is used to inform, persuade or remind people of a product and its characteristics. Branding is one tool used in marketing management communication and its role is often misunderstood as representing a graphical symbol rather than embracing the larger ideas of the values imbued in a firm's relationship with its customers.
Branding works alongside advertising, publicity and sales promotions as a means to persuade customers to purchase a product or service. For consumers a brand can attract and retain customers by promoting value, image prestige and lifestyle meanings. For companies a brand is a means of creating a distinctive presence and identity in an emerging market. This exercise asks you to explore brand positioning options for Volvo.
Questions
1. Become familiar with the specifications of a XC90, XC60 and V40, choose one and consider how they will appeal to different market audiences.
2. Explore and apply the concepts of brand pyramid, brand personality and brand effectiveness and consider how these might be measured by Volvo.
3. Develop a distinctive positioning strategy for Volvo that builds a brand presence. (You may wish to consider doing this at country level.
4. Show how that strategy differentiates Volvo from its main competitors (in MENA)
Attachment:- Volvo - An insight into Branding.rar