Question

Now, we want you to focus on the emotional realm of brands. The book mentions that ‘most brand managers want customers to have an emotional connection with their brands’. The brand managers of Volvo Cars seem to truly believe that as well because they have been creating multiple campaigns in order to engender emotional responses in Volvo customers.

you should elaborate your answer (max. 400 words). In this answer, you should: (1) identify the key feelings and emotions Volvo brand managers are working , and (2) explain why and how are they relevant for Volvo brand. In other words, you should discuss how the Volvo’s E.V.A. Initiative ‘emotionalize’ the brand Volvo.

Tip! You should interlink the identified emotions with the desired emotional brand associations, covering their brand identity and brand values.

Answer 1

Volvo brand managers are working on the following key emotions:

1. Safety of self
2. Safety of family members
3. The feeling of luxury in the cars

If we look at the key messages in which the advertisements of Volvo is communicating with its target customers are mainly related to safety and Luxury. They don’t complete with any other luxury car manufacturers in terms of performance or quality, rather they are trying to position the Volvo brand of cars as the safest care in the world and communicating the emotional connection as they care for their customers and their family.

Volvo’s E.V.A. Initiative ‘emotionalize’ the brand Volvo because this initiative focuses on the concept of the equal vehicle for all and it means the car offers equal safety, comfort, and luxury for Male, Female, Kids or old age persons. The key message is to deliver that Volvo while designing the safety parameters of the car it shows its concern for all family members not just focused on driving adults. Volvo places the family emotions clearly out in the advertisements as the car is meant for the best and safest car for the family.

Therefore, Volvo is trying to build a unique positioning of its car so that any customer if think of luxurious and safest family car they should first consider Volvo in their consideration set.