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 Italy in 1899 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: Mattel

Barbie celebrates turning 50

Mattel approached Fiat with request for a customized Fiat 500

Mattel benefits from Fiat’s modern and

exotic associations

Fiat benefits from being associated with an American icon

Co-Branding: Gucci

Fiat teams up with Gucci for 2013 Fiat 500 Gucci Edition

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

Mutually 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 Resorts

One 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 high profile 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

Recommendations

Use associations gained from partnership with American auto company Chrysler to integrate into American pastimes

Sponsor a Nascar 500 racing team

This will amplify brand equity among racing enthusiasts

Provides an opportunity to highlight superior Italian craftsmanship

Opportunity to benefit from merchandizing

Questions