FIAT
-
Upload
pablo-ulpiano -
Category
Documents
-
view
212 -
download
0
description
Transcript of FIAT
#
SUMMARY• CORE IDEA: Why did FIAT succeeded?
• BACKGROUND: What is FIAT known for?
• HERITAGE: FIAT’s past, achievements, failures, changes.
• BRAND STRATEGY: Mission, Vision. Brand and customer relationship.
• THE ROLE OF THE BRAND: How the brand helped FIAT to succeed.
• FINANCIAL PERFORMANCE: How FIAT grew because of its brand.
• DESIGN HISTORY: Evolution of car design an logo design.
FIAT
Turin
FIAT1899 2009
WHY FIAT SUCCEEDED?
POPULAR UTILITARIAN CARS
Topolino 600 Punto1936 to 1955 1955 to 1969 1993–present
AGNELLI’S FAMILY
AGNELLI’S FAMILY
Giovanni Agnelli Gianni Agnelli John Elkann1899 - 1945 1966 - 1996 2010 - present
GIOVANNI AGNELLI 1899 - 1945
Giovanni Agnelli 1899 - 1945
First factory Fiat 24 HP1903 -1905
GIANNI AGNELLI
Gianni Agnelli 1966 - 1996
Fiat 124 spider1966 - 1985
Alitalia
JOHN ELKANN
John Elkann2010 - present
Fiat 5002010
WHAT IS FIAT KNOWN FOR?
HERITAGE
HISTORY
HISTORY
HISTORY
Fiat 124 Fiat 850
HISTORY
HISTORY
BRAND STRATEGY
STRATEGY
STRATEGY
STRATEGY
STRATEGY
STRATEGY
STRATEGY
WHY THE BRAND HELPED FIAT TO SUCCEED?
HOW FIAT GREW BECAUSE OF ITS BRAND
REPUTATION
REPUTATION
HOUSE OF BRANDS
USA
LOGO HISTORY
1899
• The ‘Fabbrica Italiana Automobili Torino’ company was founded in Turin.
• Small parchment containing the company name.
• This very elaborate design eventually became the first Fiat logo.
1901
• Fiat decided to apply a proper logo on its cars: a small enameled brass plate in the centre of which the name Fiat appeared, with the characteristic A, which remained practically unchanged up to the present day.
1904
• Balance, solidity and identity were the qualities conveyed.
1921
• The logo became circular, with the Fiat name in red on a white background.
1925
1932
• The rectangular shape took the form of a shield, a symbol rather more fitting for the radiator grilles on the new models.
• With a series of slight variations, this logo was used on Fiat cars up until 1968.
1965
• The logo featuring four blue rhombuses was adopted, a logo that was to become the main identifying element for the entire Fiat group.
1999
• The brand’s 100th anniversary saw a return to the style of the logo from the 1920s.
2006
• After having boasted eight awards as Car of the Year - the most sought-after recognition in the motoring world - the Fiat logo has been changed.
2008
• Fiat Groups new visual identity was designed by Robilant Associati. A square with a silver background containing the words Fiat Group in blue separated by a red stripe.
2008
• Robilant Associati is the leading Brand Advisory and Design firm in the Italian market.
2010
• Fiat Splits, Gets Two New Logos
• The new logos were created in response to the need to differentiate the automobile group from the product-related brands
2011
• Fiat Spa will be marked by a logo bearing the name Fiat in elongated blue letters.
THANK YOU!