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. Below, you can see a video of the Volvo’s E.V.A. Initiative.

Video talking:

Women are seventy one percent more likely to be injured in a car crash and seventeen percent more likely to die。the reason most cars are tested on male crush test dummies。but not at all though they have collected real world data since the nineteen seventies, to learn what happens during a collision, regardless of size or gender。what if we could use this data to make all cars save for women introducing the ether initiative, we collected all of all those research and made it available to everyone in a digital library consisting of data from more than forty three thousand tons and seventy two thousand people。for the first time ever ,anyone could download the research and learn how it has led to some of volvo is most innovative safety systems to make the data more human we gave them the number as a face and created a film that showed how this injustice affects women in a personal and direct wayeva was introduced at a live streamed event where journalists and competing brands kunin . the data helped us to understand the mechanism and the importance for all people and we want the rest of the industry to do the same then we launched the global campaign across a wide range of media。the initiative quickly became news and sparked a global conversation about equal grade safety。whitlash and entries like this but also they're not just keeping the data for themselves。this i d say an analysis that they've done is also on their website so a open all car manufactures to over improved safety for women in particular

After watching the video, 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 with this campaign, 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.

Answer 1

As a major aspect of the campaign, Volvo, as a team with Bakshi, author of CrossBow Miles, approached ladies of the city to set out on a famous stroll into the night, and withdraw brutality with city spaces, de-villainising avenues, and reminding people that these spots are intended for all Mindshare has as of late worked together with Swedish car producing organization Volvo Car India to dispatch #MakeYourCitySafe, a campaign planned for engaging ladies to stand firm on their security. Coming full circle in Mumbai, the battle was sorted out in organization with CrossBow Miles with National Commission for Women and The Hans Foundation backing the reason.
With Volvo Car India going about as the Safety Partner, the campaign appears as a urgent supplication from the city to its female inhabitants to not surrender or lose trust in it and, rather, to riot and make their city more secure for themselves. It was begun with an insightful and graceful brand film that asked ladies to step out in huge numbers and recover the roads to make them more secure in light of the fact that ladies themselves hold the way in to the consuming issue of ladies wellbeing. Being a dynamic, socially established and socially-cognizant brand, Volvo Car India followed up on ladies' wellbeing through cooperation with those who're taking care of business. So it tied up with CrossBow Miles, whose organizer Srishti Bakshi has recently finished a 3,800 km across the country venture from Kanyakumari to Kashmir by walking to urge ladies to come out of their homes and enable themselves. As a component of the campaign, Volvo, as a team with Bakshi, approached the ladies of the city to leave on a notable stroll into the night, and separate viciousness with city spaces, de-villainising roads, and reminding people both that these spaces are intended for all. She was joined by other people in an activity to make their urban areas more secure, challenge standards, break them and change them.
The occasion started with a melodic presentation followed by a verse recitation by women's activist artist Aranya Johar, and a location by Bakshi. A few noted characters, related with the reason, were available at the occasion to show their help. The goal behind the activity was to make a positive, functional and earnest answer for the absence of ladies' security in the city's avenues, through this stroll of solidarity, asking more ladies to stand firm and recover their city. Charles Frump, Managing Director, Volvo Car India, stated, "Ladies security and strengthening are two issues that we feel firmly about. A general public can be genuinely dynamic if ladies get equivalent chances, have a sense of security and certain. We support Bakshi in her strategic encouraged everybody to go along with us during the Mumbai Night Walk to show solidarity towards the reason."

the E.V.A. Activity
Everybody has the right to be sheltered out and about, which is the reason the Volvo Accident Research Team has been gathering information since the 1970s to help shield everybody from injury out and about. With the Equal Vehicles for All Initiative, Volvo tries to share the consequences of more than 40 years of research to assist automakers with making more secure vehicles for all.
Most automakers gather test information only from test fakers intended to speak to the normal male body, which prompts ladies running a higher danger of supporting wounds in rush hour gridlock than men since crash tests are not directed in view of different bodies. The E.V.A. Activity accepts everybody ought to be similarly spoken to in testing and intends to help make each vehicle more secure by sharing the aftereffects of many years of research. Making your drive around the Austin, TX region more secure is and consistently will be the essential objective.
Whiplash Protection System : With an interesting head restriction and seats intended to secure the spine and head, Volvo expects to ensure people against the danger of whiplash.
Intelligent Safety Shield : Research shows that ladies are almost certain than men to support chest wounds in a crash, which is the reason Volvo built up the Side Impact Protection System to lessen extreme chest wounds for all travelers.
Protection for Every Head and Height : Volvo made side-sway security a stride further by building up an Inflatable Curtain Airbag that assists with ensuring all heads in case of an accident.
Proprietary Safety Belt for Pregnant Women :Volvo seat straps work to help secure individuals all things considered, sizes, and sexes, however pregnant ladies are dependent upon some exceptional dangers. Volvo built up a normal estimated pregnant accident test sham so as to contemplate the most ideal approach to secure mother and youngster in an impact.