Brand Adapting Management in Merger and Acquisition : A Case Study of Geely/Volvo's Brand Acquisition

• Main Authors: Chen, Chao, Liu, Jiayan
• Format: Others
• Language: English
• Published: Linnéuniversitetet, Ekonomihögskolan, ELNU 2011
• Subjects: M&A; brand image; brand identity; brand positioning; value proposition; customer perception; brand adapting management; Business studies; Företagsekonomi
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-12268

The premise of this thesis is to conduct a research regarding the connection of brand image, brand identity, brand positioning with brand adapting management. The significant purpose of this thesis is for better understanding how a Chinese auto corporation can effectively manage and adapt an acquired foreign brand in Chinese market. In order to reach this purpose, a case study of Geely/Volvo’s acquisition has been carried out which entailed company visit (Volvo Brand Experience Center), interviews with Volvo brand specialists, Volvo dealer and Chinese market expert. The Theoretical Framework describes the general concepts of brand, brand management, company acquisition and three brand adapting concepts of brand image, brand identity and brand positioning. The Empirical Data Collection deals with the Volvo’s brand identity and value proposition, Chinese customers’ perceptions on Volvo brand image and Geely’s brand positioning strategy on Volvo. The Analysis related the theory framework with the empirical results. It discussed and analyzed how Geely can adapt Volvo in Chinese automotive market through dealing with Volvo’s core values, brand image and brand positioning. The Conclusion summarized the Chinese auto corporation needs to concern on three factors for adapting an acquired brand: value proposition of acquired brand, Chinese customers’ perceptions on acquired brand image and brand positioning strategy. Finally our recommendation presents the limitations of this study, suggestions for future research in this field, and managerial implications for the case company.