By: Tamara Zondowicz, Aaron Cobb, Lauren Bushnell, Casey Cl - PowerPoint Presentation

By: Tamara Zondowicz, Aaron Cobb, Lauren Bushnell, Casey Cl
By: Tamara Zondowicz, Aaron Cobb, Lauren Bushnell, Casey Cl

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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 ID: 593961 Download Presentation

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branding fiat gucci associations fiat branding associations gucci brand mattel vehicles italian 500 distribution production sponsors 500e chrysler music

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Slide1

By: Tamara Zondowicz, Aaron Cobb, Lauren Bushnell, Casey ClarkSlide2

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 EquitySlide3

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. Slide4

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 Slide5

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 Slide6

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 Slide7

Co-Branding: Mattel

Barbie celebrates turning 50

Mattel approached Fiat with request for a customized Fiat 500

Mattel benefits from Fiat’s modern and

exotic associations

Fiat benefits from being associated with an American iconSlide8

Co-Branding: Gucci

Fiat teams up with Gucci for 2013 Fiat 500 Gucci Edition

2 of Italy’s most respected brands in the same package

Mutually beneficial due to a broader market segment that includes consumers from both Gucci and FiatSlide9

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 systemsSlide10

Licensing

Loews Hotels and resorts offers free

rides in a fiat to guest at Select Resorts

One of the official sponsors at the Sochi Olympics

Jones Soda Partners with Fiat and gives away Fiat 500e to photo contest winnerSlide11

Endorsements

Fiat has been endorsed by a number of famous celebrities including

-Jennifer

Lopez

-P

.

Diddy

-

Pitbull-Catrinel

MenghiaSlide12

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

500eSlide13

LinksSlide14

Questions

Shom More....