Chevy's Core Values

The legal dispute between the National Football League’s Seattle Seahawks and Texas A&M University over the exploitation of the slogan “12th Man” is not only a respectable example of the significance of brand loyalty, but it is also an important case that proves the importance of having a strong brand equity. Both sport organizations take considerable pride in their supporters and fans, who they realize is the backbone of their success as an organization/ corporation. Texas A&M University’s claim over the use of the phrase “12th Man” was arguable but they stood their ground when the Seahawks defied the University’s letter to discontinue their usage of the phrase. The TAMU Vice President for Communications was protected under the Federal Trademark Act of 1946, which had the purpose of defending the right of the owner to protect the mark that symbolizes their respective organization. The case between the two warring sport properties (which was ultimately settled out of court) proved the importance of brand equity and the benefits of it as well—one major benefit being the licensing and merchandising opportunities to sell to other organizations. In exchange for the Seahawks to use the 12th man trademark, they had to pay a $100,000 licensing fee plus, publicly

In Geowey’s essay “Careful, You May Run Out of Planet,” he suggests that to the American consumers an SUV is fundamental to our values. In order to persuade and display his stance and purpose of the topic he uses rhetorics as an appeal to readers. His Logos approach was extremely powerful, often relating the sales and marketing of SUVs to historical American events. A specific example of this would be the Jeep Cherokee mentioned, not only did this appeal to readers who are already aware of the Cherokee indians but he went on to briefly summarize their relation to our history for those who were unaware. This ties in with his Ethos approach, as well.

NASCAR’s branding strategy depended heavily on sponsorships. The concentrated focus on sponsorships, without providing categorical exclusivity to sponsors, made NASCAR easily expendable. Ferrell and Hartline reported that 50% of NASCAR’s revenue source was from sponsorships alone (2014, p. 437). As a former Account Executive, the goal is to always educate and inform advertisers/sponsors that marketing shares the significance level with that of paying the company’s utility bills; therefore, NASCAR failed to improvise with that notion, coupled with sponsorship saturation, and as a result making them susceptible to economic downfall. Marketing experts Ferrell and Hartline expressed similar interest, saying that one potential weakness of NASCAR’s

This commercial presents a simple story, unlike a more common vehicle commercial that typically endorses the product by delivering facts and information. Chevrolet, nor anything about their vehicle, is verbally mentioned at all in this commercial. The idea of this commercial is obviously to advertise Chevrolet’s product, an Equinox in this case. However, the purpose is deeper than just to show off and market their vehicle. The clear purpose is to touch hearts through its warm story of a golden retriever named Maddie who has

The commercial uses fear as a stimulant for people to buy the Chevy truck so they will survive. At the opposite of fear is the opportunity of feeling safety since a driver of a Chevy would feel safe since a Chevy driver is supposed to survive in this imagined apocalypse. When the song starts to play in the commercial it gives a sense of victory by surviving, leading people to the thought that driving in a Chevy would make someone feel victorious and successful when they drove this vehicle; giving people a feeling that they may feel is missing from their lives. Chevy does an excellent job of playing on people’s emotions through the music, imaging, and the dialogue within the commercial. The General Motors Company, the owner of Chevy, uses the tools of Ethos, Logos, and Pathos to reach the audience in such a way as to convince them that they must buy a Chevy truck to be a good person and to feel safe and

the pure American art of rock and roll. The Chevy is the icon of America.

America’s automobile corporations aim to satisfy the luxury, desire, and needs of the American consumers. They can accomplish this by demonstrating American traits resembling those of the typical American spirit or with relations to the concept of the frontier. In order to do this, an advertisement published by The Courtesy Way Auto dealership in Phoenix Arizona, showcased a 2014 Chevrolet Silverado LTZ. The advertisement illustrates a trail surrounded by green pine trees, bushes, rocks, grasses that convey the wilderness in the image. In the distance there is a humbled rustic cabin lying at the peak of hill. Centered between two large rocks, stands the red and chrome pick-up truck. Right above the product is the words “2014 Chevrolet Silverado”,

Before the Great Recession of 2009, GM owned a bevy of brands including Chevrolet, GMC, Oldsmobile, Buick, Pontiac, Cadillac, Hummer, and Saturn, including other international brands in Alpheon, Daewoo, Saab, Vauxhall, Opel, Wuling, and Holden. After the recession, bankruptcy, and federal restructuring, the GM United States offerings were left with Chevrolet, GMC, Buick, and Cadillac. GM still has the international automobile companies of Alpheon, Vauxhall, Opel, and Holden, with Daewoo now being a parts subsidiary. But the writing was on the wall as the automotive giant was losing touch with what the American public wanted. Instead of building vehicles the public wanted, GM built vehicles that they wanted to build and thought the public would buy their brand regardless (Boe, Ketler, O 'Keefe, Rubenstein, & Siverio, 2009). But as time marched on, GM became more in debt and grew to be

The film Sleepy Hollow directed by Tim Burton, centres around a detective who is sent from the city to a small country town to investigate a series of bizarre murders. While he is in town he has to deal with love, past issues and also discover why the horseman has returned from the dead to kill townspeople. The story is based around the battle of good and evil with Ichabod Crane being good as he believes in finding the truth in everything and the Horseman being evil personified as he will not stop killing. Burton displays the constant battle between good and evil throughout the film through the characterization of Ichabod Crane and the Hessian. Burton also uses settings to show what each thing represents like the forest is the gateway to hell

General Motors (?GM? or ?the company?) has a rich history longer than a century starting with its corporate organization in 1908. Following its organization, GM acquired its first brand, Old Motor Works, which was followed in 1909 by the purchase of Cadillac for $5.5 million. Two years later, GM organized both General Motors Truck to handle sales of GM?s Rapid and Reliance products and General Motors Export Company to handle export sales out of the US. In 1918, GM purchased Chevrolet Motors. In 1926, GM entered Australia, New Zealand, Japan, Egypt, Uruguay and Argentina through the General Motors Export Company. General Motors Truck became the modern GMC in 1943 when GM acquired the assets of Yellow Truck & Coach. In 1945, GM finally established all of its historical core brands (Buick, Chevrolet, Cadillac, GMC, Oldsmobile, and Pontiac) when the Buick-Oldsmobile-Pontiac Assembly Division, which would be renamed the General Motors Assembly Division in 1965, was formed.

Creation, acceleration and emotion are the key components for any automobile industry to deliver its goods to the expected standards. General Motors, popularly known as GM has been a pioneer in the global autoindustry for more than 100 years. Developing from horseless carriages to the latest sports cars, innovations have always excelled at putting the world on wheels. In fact, there are a lot of exciting things to share about the company. GM’s corporation started in 1892 by R.E. Olds, with a solid financial foundation, which enabled him to produce great vehicles for customers and build a bright future for employees, partners and shareholders. GM slowly initiated its staff of experts in the factories which are located in different parts of the globe and acquired the brands like Chevrolet, Pointiac, GMC, Buick, Cadillac(General Motors Corporation, 2015). Leading the way is their tailored leadership team who set high standards for the company so that they can produce the best cars and trucks. This means that GM is committed to deliver vehicles with compelling designs, flawless quality and reliability, leading safety, fuel economy and commercial features. All are intended to create that special bond that can only happen between a driver and a vehicle. General Motors is a customer driven company and aims at earning customers

NASCAR is successful and has remained successful over its span of years due to effective branding and marketing strategies. In order to brand the NASCAR name they work on co-branding/partnering, television, differentiation, and loyalty. When corporate sponsors want to maximize their exposure, they often focus sponsorship dollars on events, teams and athletes that will prove to be reliable, respectable and, most important, repetitive advertising outlets. (Depken, Groothuis, & Rotthoff, 2014.)

General Motors enjoys a major market share in global automotive industry. One of its major strengths is its strong branding and market position. General Motors can be considered as one of the pioneers of modern vehicles. As per data monitor, GM had a leading share in North America and South America and in Europe it held fifth position. Similarly, it holds second position in other major segments. GM bears a strong branding. A lot of prestigious brands are provided by General Motors such as Chevrolet, GMC, Buick, Cadillac and Opal. Like Toyota, GM also has various production facilities in 31 different countries. This strong global presence allows GM to have access global markets way easily as compared to manufacturers with centralized structures. Thus, GM relies less on exports, manufactures its brands locally and is also involved in

The branded product at the heart of the SLP is the Ford Mustang. The Mustang was first introduced in 1964 and has become one of Ford's most iconic brands (Damian, 2006). Automobiles in general are a good subject for the study of branding because the car itself changes every year, but the brand does not. Over time, specific brands become associated with particular attributes, in terms of product category, positioning, price, and in the case of cars their styling, design and the lifestyle attributes that are associated with that vehicle. The Mustang has gone through roughly five iterations, and is currently in its fifth generation (Markus, 2010).

Volkswagen: Bold and Truthful Historians tend to portray the 1950s as a decade of prosperity, conformity, and consensus. This was the after war pro America time period. The 1960s as a decade of turbulence, protest, and disillusionment, in other words a time of freedom and self-expression. These stereotypes are largely true, though, as with everything in life, there are exceptions to this perspective.