Linking secondary brand association

in relation to the Chinese market

from

Introduction

Volvo cars Chinese car market

Zhejiang Geely Holding

Group

According to Keller

Licensing

Third Party Source

Events

Celebrity Endorsement

County of Origin

Ingredient Branding

Co Branding

Channels of distribution

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

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

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!