linking secondary brand association from volvo in relation
TRANSCRIPT
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Linking secondary brand association
in relation to the Chinese market
from
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Introduction
Volvo cars Chinese car market
Zhejiang Geely Holding
Group
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According to Keller
Licensing
Third Party Source
Events
Celebrity Endorsement
County of Origin
Ingredient Branding
Co Branding
Channels of distribution
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No Differences
Licensing Contractual arrangement Companies known throughout the
world
Celebrity Endorsement Celebrities known throughout the
world What about local celebrities?
Co Branding The science of alliance Mondial Assitance
Ingredient Branding Engine Car companies
Country of Origin
Channels of distribution Direct retail channel of distributor &
retailer Indirect channel with advertising
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Differences
Third Party Source Best safety car Volvo known as luxury car
Events linked by VOLVO Global events which fits to the values of Volvo Volvo as a Sponsors for Chinese Golf tournaments
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Conclusion
Discrepancies:
Forget their environmental value
No suitable celebrity for the Chinese market
Volvo is known more for luxury then for safety
China is similar as the rest of the world!