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English (U.S.)
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Topic:

International Brand Strategy of Polestar Automotive Company

Essay Instructions:

Please create an individual report based on your analysis of one of several international brand cases. Your brand case will be allocated to you by your seminartutor and may include brands (for example only) such as: Bermont Watches, SunseekerYachts, or De’Longhi Coffee Machines. Use a company that is not global, not luxuty and has a brand trade with only 2 to maximum 90 countries like the ones listed above.

In your report you will undertake a critical analysis of the international brand’s historical performance. You are free to analyze the overall company’s international brand, or instead to select one of their product or service lines. Your report should be under pinned by academic theories, models and industry insights, using:- Secondary data, tales, charts and diagrams- At least 3 academic theories and models – applied specifically to your case- A selection of references to academic journals, books, trade press, and websites. You are free to use whatever format and subheadings you wish within your report. Also, you can include images, screen grabs, diagrams, tables, models and charts in the body of your report. Where possible, you should create your own tables and annotate models, images and diagrams. You should attempt to arrive at your conclusions through investigating the following sources:

Academic literature-

Corporate websites-

All forms of international marketing communications (advertising, marketing; public relations; sponsorship; endorsements; events)-

Context and positioning of the media where the branded communications have taken place

Packaging, promotions, and points of purchase/interaction-

Trade press, consumer press, online forums, social media and product reviews

You are free to make recommendations concerning improving the performance of the international brand, but these should be restricted to those that follow the current brand strategy. In your report you should:- Breakdown and analyze the international brand’s: image, identity, and personality with criticality and from several perspectives- Remember to dedicate your discussions and analysis to the international brand over and above that of just describing the functionality and design of the product or service. Also, avoid simply writing a generic report on the history of the company- Remember, this is a specialist module on International Brand Strategy. Therefore, be very careful about applying generic models such as SWOT,PESTLE, Maslow’s Hierarchy of Needs, Porter’s 5 Forces, BCG Matrix, or Ansoff’s Matrix. Instead, you should look to more specialist models from branding and behavioural psychology, that you have been introduced to during the module.

You should consider: Who are the desired target audiences and what emotional and social relationship do they have with the brand? You will be expected to define and focus on two consumer segments. There needs to be a clear definition of several unique attributes of each consumer segment. Beyond this, also offer an appreciation of how they think, feel and do – mapped specifically to the brand. What are the key facts and pieces of information communicated by the branded product or service explicitly, implicitly, and tacitly – that give messages and meaning to the offering and that are transferred and acquired by the consumer? What is the creative approach? Consider for example the use of semiotics, colours, typography, humour, celebrity endorsement etc. Where does the branded offering communicate these elements? What are the integrated marketing channels, and where are the touch-points and moments of truth? What are the respective strengths and weaknesses of each of these? Why do you feel that these audiences have been worth targeting? Why is a branding-led approach to these activities the best way to achieve objectives, beyond other strategic business approaches? How is effectiveness judged, and what data is used to do this?

Essay Sample Content Preview:



INTERNATIONAL BRAND STRATEGY OF POLESTAR AUTOMOBILE COMPANY

Student's Name

Course

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Date

International Brand Strategy of Polestar Automotive Company

Introduction

Polestar is an automobile manufacturing firm that produces and sells high-performance electric vehicles. The Swedish car brand was established in 2017 as a subsidiary of Volvo Car Group and focused only on designing and producing specialized electric vehicles. Polestar is recognized for its sustainable corporate practices, advanced technology, and innovative product design. The company has a global presence in 23 countries, with further market expansion plans in the coming years (Hung 2022). The subsequent paper presents an analysis of the international brand strategy of Polestar Automotive, discussing global marketing communication and its context and positioning of media. The report explains the brand image, identity, and personality of Polestar. It also explores branding and behavioural psychology Models by implementing the brand identity, equity, and AIDA models for Polestar Automobile. The target audience and consumer segments are identified in the paper, which further leads to evaluating the creative approach used by the company as part of its international brand strategy. Several integrated marketing channels are discussed, which the company uses to advertise electric vehicles to its global targeted audience.

International Marketing Communications

Polestar uses several strategies to communicate with its customers and offer relevant information to its existing and potential target audience (Keller 2013). The IMC of Polestar is described as follows,

Advertising

The company uses several marketing channels, including print media and digital media, to target its potential audience in the selected regions and markets. The company engages with international customers through online media, social media channels, and websites, which shows its strong online presence.

Marketing

Polestar markets its vehicles through several online and traditional mediums. The company publishes online articles on several sites, blog posts, videos, and social media channels promotions to promote its electric vehicle.

Public Relations

A positive public image is essential for businesses to attract customers, gain loyalty, and ensure retention. Polestar involves itself in public relations activities such as press releases, media interviews, and arranging events such as car shows and interactive events. Public relations are essential to retain customers and enhance their loyalty.

Sponsorship

Polestar sponsors several programs and offers collaboration and partnerships with sustainability events, environmental campaigns, and sports events.

Endorsements

Celebrity endorsements increase brand recognition and awareness. Polestar automobile is endorsed by celebrities such as Leonardo DiCaprio (Silicon 2022), Sylvester Stallone, and Oscar Isaac (Huelsbeck 2022). It increases brand visibility and recognition.

Context and Positioning of the Media

Polestar is considered one of the most potential contenders for electric vehicle manufacturers, as discussed in the context and positioning of media. Polestar promotes itself as a lifestyle brand with its unique features and design aesthetics.

Trade Press


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