The Brand Marketing Strategy Research By The Volvo Car Company In China

In recent years,brand marketing has arise great concern and attention of enterprises.Various methods are adopt to acquire a strong brand and brand M&A is preferred by many companies.However,M&A is just the first step to acquire brand equity.The maintenance and enhance of brand value is more crucial process that enterprises need to handle with.Volvo Car Group,a Swedish premium automobile manufacturer,has been known for its brand value consisting of safety,environmental protection and quality and was acquired by Geely Group in 2010.After the acquisition,whether Volvo cars could maintain and enhance its core brand competitiveness needs to be probed.Based on brand marketing theories,this paper analyzes Volvo Cars’ brand strategy in the perspectives of brand operation,brand position and brand communication and evaluates brand marketing performance.Volvo Cars’ success in China market is attributed to three reasons: making acquisition at proper opportunity and adopting effective brand integration strategy after M&A;establishing the clear and unique brand positioning and targeting potential market;brand communication tending to localization and diversification.At the same time,Volvo needs to refresh its brand positioning,enhance its marketing integration and expand its market share.