The huge market potential of some fast growing markets attract many international organizations’ attention, especially China, as a huge automobile market is one of the most typical examples. Therefore, the purpose of this paper is to explore how Volvo Cars increase brand equity in Chinese automobile market. To answer this question, a literature review about brand equity and marketing strategy is done to create an analytical framework which is the foundation of the empirical observation and research analysis. Furthermore, the study constitutes a valuable source of information of Volvo’s operated marketing strategy, as well as providing practical situation on customer perception on a brand through interviewing Volvo's owners in different countries. The results of analysis and discussion indicated that there are distinctive customer perceptions in China and the appraised the Volvo brand equity is not completely matching the strategic goals. In this case, in order to increase brand equity in China, Volvo should craft and execute the corresponding marketing strategy on brand for the distinctive Chinese customer perceptions. As such, this paper complements previous research through presenting the current situation of Chinese automobile market and comprehending how Volvo as global car brand operating and performing in China from brand equity perspective. In that sense, this paper can contribute and add some useful information in this study field for other further studies.

Purpose The aim of the paper is to improve the understanding of effects caused by involvement of brand community members in communication with a brand owning company. The research has been conducted in Moscow, Russia. It examines brand values associated with Audi by Audi Club Moscow members, and those ones perceived by non-community members, and beside this, the degree of involvement in communication with the company of both. Research Method Numerous in-depth interviews have been processed among brand community members, people outside the community and the Audi AG employees. Results Through the analysis of primary data it was found that thanks to active communication with Audi brand community members associate with the brand values, similar to the brand holder’s ones. However, people outside the community, who do not actively communicate with the company, have the tendency to perceive brand values, controversial to brand owner’s ones. Research limitations/implications Due to the time and resources limits only one Audi brand community was chosen to represent Russia’s market. The investigation of communication channels between a brand and brand communities could be the direction of further studies. Practical implications The results of the study might have value for practical implementation in business; they could be used for building up and managing communication between a company and brand communities. Originality/value This study supplies the contribution to the existing literature and companies’ managers disclosing a field not analyzed before

nÃo hà / Esta dissertaÃÃo apresenta uma anÃlise de simulaÃÃo de fusÃo no mercado brasileiro de automÃveis. O objetivo central da anÃlise à computar os efeitos da fusÃo entre a General Motors e a PSA Peugeot CitroÃn, apÃs o anÃncio da criaÃÃo de uma AlianÃa EstratÃgica Global entre as duas empresas. Os resultados do equilÃbrio pÃs-fusÃo sÃo simulados pelo modelo PCAIDS (Proportionality-Calibrated Almost Ideal Demand System), proposto por Epstein e Rubinfeld (2002), que simula a fusÃo de duas empresas em um mercado oligopolizado. Os resultados do exercÃcio de simulaÃÃo confirmaram os aumentos esperados nos preÃos dos produtos. Este resultado à condizente com a expectativa de que as fusÃes implicam em aumentos de preÃos de mercado e, sem ganhos de eficiÃncia econÃmica, podem impor perdas para os consumidores. / This dissertation presents a simulation analysis of fusion in the Brazilian automobile. The central objective of the analysis is to compute the effects of the merger between General Motors and PSA Peugeot CitroÃn, after the announcement of the creation of a Global Strategic Alliance between the two companies. The results of the post-merger equilibrium are simulated PCAIDS (Proportionality-Calibrated Almost Ideal Demand System), proposed by Epstein and Rubinfeld (2002), which simulates the merger of two firms in an oligopoly market. The results of the simulation exercise confirmed the expected increases in product prices. This result is consistent with the expectation that mergers involve increases in market prices and without economic efficiency gains, impose losses for consumers.