1. Linking secondary brand association
from
in relation to the Chinese market

2. Introduction
Volvo cars
Chinese car
market
Zhejiang Geely
Holding Group

3. According to Keller
 Licensing
 County of Origin
 Third Party Source
 Ingredient Branding
 Events
 Co Branding
 Celebrity Endorsement
 Channels of distribution

4. 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

5. 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

6. Conclusion
China is similar as the rest of the world!
Discrepancies:
 Forget their environmental value
 No suitable celebrity for the Chinese market
 Volvo is known more for luxury then for safety