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

2. Leveraging Secondary Brand Associations to Build Brand Equity
Creates strong, favorable and unique associations or positive responses
Reinforces existing associations and responses in a fresh and different way

3. 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.

4. 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

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. Endorsements
Fiat has been endorsed by a number of famous celebrities including
-Jennifer Lopez
-P. Diddy
-Pitbull
-Catrinel Menghia

12. 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

13. Links

14. Questions