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By: Tamara Zondowicz, Aaron Cobb, Lauren Bushnell, Casey Clark. Leveraging Secondary Brand Associations to Build Brand Equity. Creates strong, favorable and unique associations or positive responses Reinforces existing associations and responses in a fresh and different way . - PowerPoint PPT Presentation
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By: Tamara Zondowicz, Aaron Cobb, Lauren Bushnell, Casey Clark
Creates strong, favorable and unique associations or positive responses
Reinforces existing associations and responses in a fresh and different way
Leveraging Secondary Brand Associations to Build Brand Equity
History & Background
Founded in Ita1899 by a group of investors
Produced Railway engines, carriages, military vehicles, as well as aircrafts
Priced much higher than competitors
In 1908 a Fiat had a price point of $6,400 compared to Ford’s model T which was around $825
During WWII, Fiat devoted all factories to production of supplies for allies.
Fiat Today
Fiat automotive side generates only 45% of their revenues
Remainder comes from commercial vehicles, construction equipment, etc.
Alliances and joint ventures with Maserati, Ferrari, Ford, Mazda and Chrysler
Geography and Branding
Exports and operates in 80 countries and geographic regions
Uses Italian origin in branding strategy
Consumers often associate Italian cars with:-High performance vehicles-Exotic and sporty-Superior craftsmanship and production
Channels of Distribution
Currently over 70 dealerships in the United States
9 locations in Texas
Partnership with Chrysler allows for distribution within key growth markets
Co-Branding: MattelBarbie celebrates turning 50Mattel approached Fiat with request for a
customized Fiat 500Mattel benefits from Fiat’s modern and exotic associations Fiat benefits from being associated with an
American icon
Co-Branding: GucciFiat teams up with Gucci for 2013 Fiat 500 Gucci
Edition 2 of Italy’s most respected brands in the same
packageMutually beneficial due to a broader market segment
that includes consumers from both Gucci and Fiat
Co-Branding: Beats by Dr. Dre
Partnership with BeatsAudio Integrates HD music experience Extends Fiat brand to music lovers Cultivates positive associations with Fiat as a
company who appreciates quality sound systems
Licensing Loews Hotels and resorts offers free rides in a fiat to guest at Select ResortsOne of the official sponsors at the Sochi
Olympics Jones Soda Partners with Fiat and gives
away Fiat 500e to photo contest winner
Endorsements Fiat has been endorsed by a number of famous
celebrities including -Jennifer Lopez-P. Diddy-Pitbull-Catrinel Menghia
Sponsorships Cross-promotes event and brand partnerships to amplify marketing
message Fiat sponsors the Italian National Football team Signed to sponsor Vans U.S. Open of Surfing in Huntington Beach
California Surfing sponsorship is geared towards promoting their all electric
500e
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