Alfa Romeo: Rebuilding the Brand in North America
商品編號：W36495
出版日期：2024/06/02
再版日期：
商品來源：
商品主題：Marketing
商品類型：Case (Pub Mat)
涵蓋議題：Stellantis;Alfa Romeo;Brand Equity;Brand Resuscitation
難易度：4 - Undergraduate/MBA
內容長度：17 頁
地域：United States
產業：Transportation and Warehousing
事件年度：2021
In March 2021, the newly appointed senior vice-president of the Alfa Romeo brand in North America, headquartered in Auburn Hills, Michigan, was facing the main task of rebuilding the brand to increase sales. Since its inception, the company had seen inconsistent sales in its efforts to capture the high-end exotic auto market. The brand’s origins in the high-performance and competitive world of auto racing emphasized its true essence of excitement, spirit, performance, seductive design, technical advancements, and seamless interface between driver and machine. Contributing to the company’s sales volatility were numerous factors, including macroeconomic forces, consequential effects of past brand managerial decisions rooted in infidelity to the brand’s origins, and a notable lack of consistent brand management or leadership that had witnessed the appointment of four brand managers over the previous decade. Alfa Romeo’s brand building success was inextricably tied to effective marketing communication. The senior vice-president had to find a way to communicate and instill the brand’s desired exotic and exciting mystique in the minds of consumers.
教學手冊：Alfa Romeo: Rebuilding the Brand in North America - Teaching Note
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