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By: Tamara Zondowicz, Aaron Cobb, Lauren Bushnell, Casey Clark

By: Tamara Zondowicz, Aaron Cobb, Lauren Bushnell, Casey Clark. Leveraging Secondary Brand Associations to Build Brand Equity. Creates strong, favorable and unique associations or positive responses Reinforces existing associations and responses in a fresh and different way .

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By: Tamara Zondowicz, Aaron Cobb, Lauren Bushnell, Casey Clark

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  1. By: Tamara Zondowicz, Aaron Cobb, Lauren Bushnell, Casey Clark

  2. Leveraging Secondary Brand Associations to Build Brand Equity • Creates strong, favorable and unique associations or positive responses • Reinforces existing associations and responses in a fresh and different way

  3. History & Background • Founded in Ita1899 by a group of investors • Produced Railway engines, carriages, military vehicles, as well as aircrafts • Priced much higher than competitors • In 1908 a Fiat had a price point of $6,400 compared to Ford’s model T which was around $825 • During WWII, Fiat devoted all factories to production of supplies for allies.

  4. Fiat Today • Fiat automotive side generates only 45% of their revenues • Remainder comes from commercial vehicles, construction equipment, etc. • Alliances and joint ventures with Maserati, Ferrari, Ford, Mazda and Chrysler

  5. Geography and Branding • Exports and operates in 80 countries and geographic regions • Uses Italian origin in branding strategy • Consumers often associate Italian cars with: -High performance vehicles -Exotic and sporty -Superior craftsmanship and production

  6. Channels of Distribution • Currently over 70 dealerships in the United States • 9 locations in Texas • Partnership with Chrysler allows for distribution within key growth markets

  7. Co-Branding: Mattel • Barbie celebrates turning 50 • Mattel approached Fiat with request for a customized Fiat 500 • Mattel benefits from Fiat’s modern and exotic associations • Fiat benefits from being associated with an American icon

  8. Co-Branding: Gucci • Fiat teams up with Gucci for 2013 Fiat 500 Gucci Edition • 2 of Italy’s most respected brands in the same package • Mutually beneficial due to a broader market segment that includes consumers from both Gucci and Fiat

  9. Co-Branding: Beats by Dr. Dre • Partnership with BeatsAudio • Integrates HD music experience • Extends Fiat brand to music lovers • Cultivates positive associations with Fiat as a company who appreciates quality sound systems

  10. Licensing • Loews Hotels and resorts offers free • rides in a fiat to guest at Select Resorts • One of the official sponsors at the Sochi Olympics • Jones Soda Partners with Fiat and gives away Fiat 500e to photo contest winner

  11. Endorsements • Fiat has been endorsed by a number of famous celebrities including -Jennifer Lopez -P. Diddy -Pitbull -CatrinelMenghia

  12. Sponsorships • Cross-promotes event and brand partnerships to amplify marketing message • Fiat sponsors the Italian National Football team • Signed to sponsor Vans U.S. Open of Surfing in Huntington Beach California • Surfing sponsorship is geared towards promoting their all electric 500e

  13. Links

  14. Questions

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