Brand
Resonance Model on Volvo
The Volvo Group (usually
shortened to AB Volvo) is a
Swedish multinational manufacturing company. The first thing comes to
the people mind after hearing Volvo is safety. They have made their
image like this and it actually creates a meaning and value of their product
line. Its principal
activity is the production, distribution and sale of trucks, buses and
construction equipment. Volvo also supplies marine and industrial drive systems
and financial services. Although the two firms are still often conflated, Volvo
Cars, also based in Gothenburg, has been a totally
separate company since it was sold off in 1999. The companies still share the
Volvo logo and co-operate in running the Volvo
Museum.
The Volvo Group’s vision is to become the world leader
is sustainable transport solutions by creating value, pioneering products and driving
quality, safety and environmental care. A brand like Volvo which has strong
resonance gets the opportunity to build credibility towards the brand and make
increase the number of loyal customers.
The six steps of Brand Resonance Model:
Salience: The
Volvo Group employs about 115,000 people, has production facilities in 18
countries and sales of products in more than 190 markets. Volvo always give
emphasis on the thing which they can do the best is to make a safe and
environment friendly transport.
Performance: The Volvo brand stands for reliable super
performance transport all over the world. They have their rich product line
with high constant maintaining quality. They have
1. Trucks
2.
Buses
3.
Construction Equipment
4.
Professional Boats named as ‘Volvo Penta’
All of the products are manufactured in a quality
process and structured with proper safety as Volvo promises.
Imagery: Volvo has created their distinct brand image
by their effort, passion, quality and time. This image has not built in a day.
It relates its image with their target market successfully amd connect with
them. In the world of transports Volvo is a name of reliability and safety.
Judgment: The customers have taken Volvo for their
credibility in quality. Performance and Safety, these two make a unique
combination for Volvo and add a great value to its target market. The main uses
of the transports Volvo manufactures almost related for business purposes and
safety and trustworthiness have the greatest value there.
Feelings: The users of Volvo feel calm and safe rather
than the other transport. There are so many companies which make stylish, fast
and different transports but the safe feeling make Volvo different from its
competitors and they use this positive feeling as their competitive advantage.
Resonance: As far as resonance of Volvo, it can be
definitely said that the people who need heavy transports for their business
purposes they believe on Volvo. The transports may cost a little bit high but
they have variations in their product line according to the price and most
importantly they have their assured quality and safety as good as possible. The
users of Volvo feels satisfied and out of worry with their transports.
Recommendation: Because of having a very broad international
market they emphasize less on their advertising. I think Volvo should take some
effective steps in marketing to let people know more about their variations and
what Volvo stands for. They should connect with the customers a little bit
more.
References:
Volvo. (n.d). Retrieved
from
Volvo Group 2013, Retrieved
from
http://www.volvogroup.com/SiteCollectionDocuments/VGHQ/Volvo%20Group/Volvo%20Group/Presentations/Group_presentation_Eng.pdf
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