Brand Drives Innovation with Volvo as Case Study

1. Innovation and Brand Management Danny Ku

3. Case Studies Volvo - Cross Country model

4. To achieve innovation companies must change

7. De Chernatony and Riley 1998

8. ‘ If the employee misalign with the brand vision, then it is difficult for their work to achieve the firm desires for.’ Ind (2007)

9. 2. Importance of Stakeholder ’ s relations with Brand.

10. Stakeholders Digital experience Partners Environments Customers Marketing Communication Unplanned Communications Intermediaries Product experience employee Indy and Watt (2004)

14. Case study Volvo

17. Product: Fun, Safety and E xcitements. Image and emotional : new, appealing, exciting and fun. Strategic and commercial position: driving a car that is fun and exciting with embracing maximum safety. All features of the product leads to the same objectives, aligns with the brand Vision & Values.

18. New development of the Volvo Cross Country model. To fulfill the segment in Volvo brand values of Fun , S afety and E xcitements in the product , the design and project team have develop a vehicles that has the potential of being off and on road. Potential of on and off road has meet the safety and exciting aspect of Volvo brand values.

19. To fulfill the image and emotional segment to meet new , appealing, exciting and fun , the design team has play a big part in contribution to the project. Development of the Volvo Cross Country Model.

20. Development of the Volvo Cross Country Model. To fulfill strategic and commercial position of having fun + maximum safety , the Volvo Cross Country Model has achieve this.