Volvo - Volvo Ocean Race 2005-06: Life at the extreme - a brand and sporting challenge

Few sectors are as competitive, and dependent on effective brand marketing, as the car market. In order to develop a set of clear and distinctive brand attributes, not historically associated with the brand, that Volvo first became involved in the world's premier round-the-world ocean sailing race - known at the time as the Whitbread Round the World Race - in 1997-98.The success of this sponsorship led Volvo then to purchase the race, and to become the rights holder.

Volvo – Volvo Ocean Race 2005–06: life at the extreme - a brand and Sporting Challenge

BRAND BACKGROUND

Few sectors are as competitive, and dependent on effective brand marketing, as the car market. With a constant stream of new model launches, new entrants to the market from the Far East, and relentless pressure from consumers on list prices, success requires product excellence, efficient distribution and, of fundamental importance, a strong, positive and differentiated brand.

It was in order to meet this need to develop a set of clear and distinctive brand attributes, not historically associated with the brand, that Volvo...

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