Source: www.mindtools.com

The model, seen in the figure, illustrates the four steps that you need to follow to build

strong brand equity.

Chevrolet is an American automobile division of the American manufacturer General Motors.

• Chevrolet as 122 types of car form when they first started in 1911 to present

• Chevrolet holds a record of 4.98 mil l ion vehicles sold in 2013 (2014 yet to be determined)

• Chevrolet is currently ranking in the top 100 brands• Chevrolet is also proudly celebrating 103 years

Marketing Mantra: “Chevy Runs Deep”

Chevrolet today is marketed by a gold standard bowtie symbol.

Slogans/tag lines Chevrolet has had over the years :

2011“Chevy Runs Deep”2004 “like a rock”

2000 “we’ll be there”

Source: google.com

Sources: google.com &youtube.com

Chevrolet full fills the customers dream car needs while keeping their family in mind.

Comparisons:2015 TAHOE vs. 2014 FORD

EXPEDITION vs. 2014 TOYOTA SEQUOIA2014 SPARK vs. 2014 SCION IQ vs. 2013 FIAT 500

Source: www.youtube/motortrend

• Chevrolet mainly targets middle class to upper class individuals and has something for every price range.

• Chevrolet allows customers to personalize cars on their website also helps find the nearest dealership closes to you. www.chevrolet.com

Sponsor of Manchester United

Chevrolet Corvette featured in

Captain America

Celebrating 100 years in 2011

Sources: www.google.com

Chevrolet opens the new Showroom in Yasothon Thailand

“Pretty much everything today can be a brand. By whether it ’s based on loveor based on respect. It used to be that a high respect rating would win. But these days a high love rating wins. If I don’t love what you’re offering me, I ’m not even interested” (Keller 2013)

Chevrolet Customers Feel: Liberation, comfort, security, satisfaction, joy, importance, social approval, confidence, boldness etc

Americans' personalities: poorer, less educated, more conservative ethnically and culturally diverse women and people who are wealthier

Personality Theory: Personality is “the sum-total of the actual or potential behaviour-patterns of the organism, as determined by heredity and environment (Hans J. Eysenck, 1916 – 1997)

Source: google.com

These are customers’ personal opinions about and evaluations of the brand, which consumers form by putting together all the different brand performance and imagery associations (Keller 2013)

• Forbes Global 2000 Biggest Auto Companies of 2014: ranked General Motors, manufacturer of Chevrolet at #6 with Toyota Motor at #1 and Volkswagen Group at # 2.

• 10 Vehicle Brands That Are the Most Reliable: Chevrolet Ranked at #5 with 195,754 Miles

• The top 28 most reliable automakers in the world: Survey rankings 2014; Chevrolet ranked 21st with its Worst model: Cruze (1.4T) and its Best model: Equinox (4-cyl.)

• Car Rankings: Luxury Sports Cars; 2014 Chevrolet Corvette Stingray Ranked #1

• Car Rankings: Affordable Sports Cars; 2015 Chevrolet Camaro Ranked #7

Interbrand Ranking

2013 2014

89 (NEW) 82 (+%10)

• 2014 Best Cars for Families; Chevrolet Impala was one of the winners.

• Eight 2014 Chevrolet Models Received 5-Star Overall Vehicle Scores from National Highway Traffic Safety Administration (NHTSA)

• Seven Chevrolet vehicles were among the “2014 Most Popular on Edmunds.com” vehicles in their segments

Price and Ratings comparison according to www.cars.com:

2014 Chevrolet Cruze; Consumer Reviews according to www.edunds.com

Brand Resonance describes the nature of this this relationship and the extent to which customers feel that they are “in sync” with the brand (Keller 2013)

Offers & Finance

Ownership

Current Deals Manage My ChevroletMilitary Discount AccessoriesCollege Discount Certified Service

Educator Discount Warranty & ProtectionChevy Volt Car Tax Credit

Manuals & Videos

Estimate Payments Radios - MyLink Track Your Order

Merchandise

Chevrolet.com Offers:

Source: google.com

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The Customer-Based Brand Equity establishes the proper brand identity, create the appropriate brand meaning, eliciting the right brand responses, and forge appropriate brand relationships with customers.

1. Becker, S. (2014). 10 Vehicle Brands That Are the Most Reliable. [online] Wall St. Cheat Sheet. Available at: http://wallstcheatsheet.com/automobiles/10-vehicle-brands-that-are-the-most-reliable.html/?a=viewall [Accessed 1 Nov. 2014].

2. Halvorson, B. (2014). Chevrolet Equinox Vs. GMC Terrain: Compare Cars. [online] The Car Connection. Available at: http://www.thecarconnection.com/news/1075211_chevrolet-equinox-vs-gmc-terrain-compare-cars. [Accessed 7 Nov. 2014].

3. Johnson, B. (2011). From 'See the USA in your Chevrolet' to 'Like a Rock,' Chevy Ads Run Deep. [online] Adage.com. Available at: http://adage.com/article/special-report-chevy-100/100-years-chevrolet-advertising-a-timeline/230636/. [Accessed 7 Nov. 2014].

4. Keller, K. (2013). Strategic Brand Management. 4th ed. Essex, England: Pearson Education Limited, pp.107-124.

5. Luft, A. (2010). Report: Chevy Cruze Target Market Includes Baby Boomers, Empty Nesters. [online] GM Authority. Available at: http://gmauthority.com/blog/2010/09/report-chevy-cruze-target-market-includes-baby-boomers-empty-nesters/. [Accessed 7 Nov. 2014].

6. Marketing Week, (2013). Chevrolet targets young drivers to drive sales. [online] Available at: http://www.marketingweek.com/2013/01/15/chevrolet-targets-young-drivers-to-drive-sales/. [Accessed 7 Nov. 2014].

7. Usnews.rankingsandreviews.com, (2014). Best Affordable Sports Cars Rankings | U.S. News Best Cars. [online] Available at: http://usnews.rankingsandreviews.com/cars-trucks/rankings/Affordable-Sports-Cars/ [Accessed 2 Nov. 2014].

8. Usnews.rankingsandreviews.com, (2014). Best Cars for Families Awards 2014 | U.S. News Best Cars. [online] Available at: http://usnews.rankingsandreviews.com/cars-trucks/Best-Cars-for-Families/ [Accessed 3 Nov. 2014].

9. YouTube, (2014). 2011 Chevrolet Camaro SS Convertible vs 2011 Ford Mustang GT Convertible. [online] Available at: http://www.youtube.com/watch?v=Fny6_GRhOf4 [Accessed 1 Nov. 2014].