Volvo 2000 Annual Report Download - page 14

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12
Multi-brand strategy
In adherence to our vision and mission statement, the Volvo Group is moving to actively
market transport-related products and services under a number of different brand names –
multi-branding.
The fundamental philosophy of the multi-brand strategy is that each brand has the respon-
sibility and authority to further develop and nurture its established market position based on
its own specific attributes and value offerings and with due consideration given to the role
assigned by its parent company.
More brands give a new approach
The new structure of the Volvo Group comprises a variety of branded transport products, as
well as competing and/or supplementary ones, with strong market positions and trademarks of
their own. A brand incorporates additional and often emotional associations to which
customers relate and it is therefore important to ensure that each brand remains distinct and
differentiated.
The role of a brand is to distinctly identify and distinguish a company, its products/services
and value offerings from its competition. It must also nurture established relations with
targeted groups of customers based on trust and loyalty built on customer satisfaction.
The Volvo Group’s core values in the new structure
The Volvo brand implicitly guarantees that quality, safety and environmental care form part
of every business offer within the Volvo Group. Therefore, all companies
within the Volvo Group should develop their operations to meet the high
standards established by Volvo’s core values.
With the multi-brand strategy, the respective brands are to achieve leadership and prefer-
ence within their specific categories. This will strengthen the Volvo Group’s business growth,
overall profitability and strong market positions.
Volvo as a multi-brand company
Strengthening the brand portfolio
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