chevrolet brand extension to chevy bank

Design the Chevy bank in brand personality.

Best option: Just like the Volkswagen example, a new need appears when our customers are using our original products. Our customers may need financial services when they purchase our cars.

Strengthen: Durable, middle class

Eliminate: America?

New meaning: Reliable? Economic?

Optimal positioning: middle class

Brand associations? Brand relationships? Sources of equity?

Positioning statement and perceptual map in the BANK market. Competitors?

Identify the sources of brand equity and missed opportunities.