Volvo 2005 Annual Report Download - page 20

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Strong brands
The Volvo Group has strong brands that offer
both functional and emotional properties and
attract various groups of customers. It is the
properties that customers associate with the
brands that form the foundation for their expect-
ations regarding everything we do – from the
hard segment, the products, to the functional
benefits, such as services, reception and
support.
The ability to attract various categories of cus-
tomers and increase our customer base, is one
of our principal assets.
It is important to develop and strengthen each
of the brands’ special qualities while at the same
time utilizing Group-wide components and sys-
tems. By being successful in both areas, we can
achieve our profitability and growth targets.
Our products’ features and appearance, the
quality of sales and service are of great import-
ance, but more than anything else it is the
people in our organization – their knowledge,
values, attitudes and behavior – that give
prominence to our brands and credibility to the
company.
16 Volvo Group 2005