An Analysis of Volvo Cars’ Brand Experiences in Torslanda & the Alignment with World of Volvo
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Examensarbete för masterexamen
Master's Thesis
Master's Thesis
Model builders
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Abstract
The aim of this report is to investigate how Volvo Cars can increase their overall
brand equity through their brand experiences considering the imminent transformation
where World of Volvo is launched, and the Brand Experience Centre is laid down. To
accomplish this, the literature review first presents theory regarding the brand
management field and the different sorts of brand equity. Then a framework is created
to allow an appropriate analysis of the case study. Thereafter, a research question,
including two sub questions, is formulated and a qualitative research strategy with an
abductive approach chosen. The data is mainly collected through observations and
semi-structured interviews with representatives from three identified key stakeholdergroups,
namely the brand experience personnel, the onboarding team and the public
affairs department. Initially, the current value generated by the different brand
experiences is investigated before the changes which the transformation would entail
are analysed. This is followed by an analysis and discussion concerning opportunities,
potential value losses, affected stakeholders, and how challenges could be handled.
The findings indicate that internal people are the ones that stand to lose on the
transformation and recommendations are provided to the brand experience department
regarding improvement potentials, how to mitigate risks, and how to ensure an
enhanced overall brand experience for both internal and external people.
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Keywords
brand equity, brand experience, EBBE, CBBE, customer satisfaction