By: Tamara Zondowicz, Aaron Cobb, Lauren Bushnell, Casey Clark

Creates strong, favorable and unique associations or positive responses

Reinforces existing associations and responses in a fresh and different way

Leveraging Secondary Brand Associations to Build Brand Equity

History & Background

Founded in Ita1899 by a group of investors

Produced Railway engines, carriages, military vehicles, as well as aircrafts

Priced much higher than competitors

In 1908 a Fiat had a price point of $6,400 compared to Ford’s model T which was around $825

During WWII, Fiat devoted all factories to production of supplies for allies.

Fiat Today

Fiat automotive side generates only 45% of their revenues

Remainder comes from commercial vehicles, construction equipment, etc.

Alliances and joint ventures with Maserati, Ferrari, Ford, Mazda and Chrysler

Geography and Branding

Exports and operates in 80 countries and geographic regions

Uses Italian origin in branding strategy

Consumers often associate Italian cars with:-High performance vehicles-Exotic and sporty-Superior craftsmanship and production

Channels of Distribution

Currently over 70 dealerships in the United States

9 locations in Texas

Partnership with Chrysler allows for distribution within key growth markets

Co-Branding: MattelBarbie celebrates turning 50Mattel approached Fiat with request for a

customized Fiat 500Mattel benefits from Fiat’s modern and exotic associations Fiat benefits from being associated with an

American icon

Co-Branding: GucciFiat teams up with Gucci for 2013 Fiat 500 Gucci

Edition 2 of Italy’s most respected brands in the same

packageMutually beneficial due to a broader market segment

that includes consumers from both Gucci and Fiat

Co-Branding: Beats by Dr. Dre

Partnership with BeatsAudio Integrates HD music experience Extends Fiat brand to music lovers Cultivates positive associations with Fiat as a

company who appreciates quality sound systems

Licensing Loews Hotels and resorts offers free rides in a fiat to guest at Select ResortsOne of the official sponsors at the Sochi

Olympics Jones Soda Partners with Fiat and gives

away Fiat 500e to photo contest winner

Endorsements Fiat has been endorsed by a number of famous

celebrities including -Jennifer Lopez-P. Diddy-Pitbull-Catrinel Menghia

Sponsorships Cross-promotes event and brand partnerships to amplify marketing

message Fiat sponsors the Italian National Football team Signed to sponsor Vans U.S. Open of Surfing in Huntington Beach

California Surfing sponsorship is geared towards promoting their all electric

500e

Links

Questions