Developing a comprehensive brand strategy begins with an alignment of the brand with the consumers’ value system and ends with consumer advocacy. The role of the change agent within the company is to drive the brand positioning throughout the organization by ensuring that the consumer’s desires are included all aspects of the brand from strategicContinue reading “Brand Strategy Model”
Consumer research indicated that Volvo had a unique opportunity to separate itself from the traditional brands in the market. Consumers viewed Volvo as progressive, innovative and forward thinking. This provided an opportunity to create a clear distinction with both the b2b and b2c consumer.