Saab Brand Repositioning

6797 Words28 Pages
Table of Contents Executive Summary 2 Introduction 2 Problem definition 3 Analysis 3 1 Brand identity 4 1.1 Brand awareness 4 1.2 Key Criteria for Saab to create Brand Awareness in China 5 2 Brand Meaning 6 2.1 Creating brand meaning for Saab 7 2.2 Chinese Consumer Behavior 8 2.2.1 User profiles 9 3 Brand response 10 3.1 Saab’s brand judgment 11 3.2 Saab’s brand feeling 12 4 Brand relationships 12 4.1 Brand Resonance 13 4.2 Saab’s actual brand resonance 13 4.3 Building Brand Loyalty in China 14 4.3.1 Identifying the Core Market 14 Recommendation 16 Bibliography 17 APPENDIX 19 Executive Summary Since the friendly takeover of Saab by the Dutch car manufacturing Spyker, good results have been lacking. The Chinese car manufacture Pang Da, has decided to help Saab by two different ways; to give the company a financial injection to keep production running and by opening the doorway to the Chinese market. However, one condition is: Saab must formulate a clear brand positioning strategy for the Chinese market. In this report, the business unit Saab has been analyzed and repositioned for the Chinese market, through a strategic brand management. During the research carried by our consultancy firm, it was seen that consumer preferences are changing and luxury foreign products will fit in the upcoming demand, so this report elaborates on the distinctive characteristics of the brand Saab, focusing on their unique production capabilities and analyzing the Chinese consumer behavior, forming a well-balanced brand meaning to attend those consumer preferences and change the current image of the brand perceived by current markets as old and dull. Finally, the Chinese market has been evaluated on customer relationship topic: the Chinese consumer can be won by tapping into the consumers’ ideas and aspirations. In conclusion, there is

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