Im presentation (updated)
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International Marketing: Chevrolet
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Im presentation (updated)
- 8. Interbrand Ranking 2013 2014 89 (NEW) 82 (+%10)
- 10. Offers & Finance Ownership Current Deals Manage My Chevrolet Military Discount Accessories College Discount Certified Service Educator Discount Warranty & Protection Chevy Volt Car Tax Credit Manuals & Videos Estimate Payments Radios - MyLink Track Your Order Merchandise
Editor's Notes
- The four steps of the pyramid represent four fundamental questions that your customers will ask – often subconsciously – about your brand. The four steps contain six building blocks that must be in place for you to reach the top of the pyramid, and to develop a successful brand.
- Americans’ personalities: •People who live in friendly and conventional states like Minnesota and South Dakota are poorer, less educated, more conservative •Americans who reside in relaxed and creative states, such as California and Oregon, are more ethnically and culturally diverse •Temperamental and uninhibited portion of the U.S., which includes New York and Massachusetts, has more women and people who are wealthier
- Interbrand Ranking 2013: Chevrolet entered the top 100 ranking at 89 with a brand value of US 4,578 $m Interbrand Ranking 2014: Chevrolet’s ranking increased to 82 with a 10% increase and brand value of US 5,036 $m
- Loyalty: Theory: Repeat of purchases and the amount or share of category volume attributed to the brand, that is, the “share of category requirements.” In other words, how often do customers purchase a brand and how much do they purchase. (Keller 2013) Attachment: Theory: Behavioural loyalty is necessary but not sufficient for resonance to occur. Some customers may buy out of necessity, because the brand is the only product stocked or readily accessible, the only one they can afford, or other reasons. (Keller 2013)
- Community: Theory: Identification with a brand community may reflect an important social phenomenon in which customers feel kinship or affiliation with other people associated with the brand. (Keller 2013) Engagement: Theory: Strongest affirmation of brand loyalty occurs when customers are engaged, or willing to invest time, energy, money, or other resources in the brand beyond purchase or consumption. For e.g. fan clubs and social media. (Keller 2013)