Saab Brand Repositioning

Table of Contents decision maker Summary2 Introduction2 Problem description3 Analysis3 1 disgrace identity4 1.1 Brand sense4 1.2 Key Criteria for Saab to create Brand Awareness in china5 2 Brand Meaning6 2.1 Creating notice meaning for Saab7 2.2 Chinese Consumer Behavior8 2.2.1 substance abuser profiles9 3 Brand response10 3.1 Saabs target judgment11 3.2 Saabs smirch feeling12 4 Brand relationships12 4.1 Brand Resonance13 4.2 Saabs actual crisscross resonance13 4.3 Building Brand Loyalty in chinaware14 4.3.1 Identifying the Core Market14 Recommendation16 Bibliography17 APPENDIX19 Executive Summary Since the favourable takeover of Saab by the Dutch motorcar manufacturing Spyker, good results concord been lacking. The Chinese car manufacture paroxysm Da, has decided to overhaul Saab by two different ways; to give the guild a financial injection to alimentation intersection test and by opening the doorway to the Chinese market. However, on e aim is: Saab must formulate a construct stag stance strategy for the Chinese market. In this report, the backing unit Saab has been analyse and repositioned for the Chinese market, through a strategic brand management.

During the look for carried by our consultancy firm, it was seen that consumer preferences are ever-changing and highlife foreign products volition 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 view those consumer preferences and change the current image of the brand pe rceived 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, thither is great potentiality for Saab in China, since the Chinese consumer behavior is changing positively towards...If you requirement to get a full essay, disposition it on our website: OrderEssay.net

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