Alfa Romeo needs the products its great brand deserves

Saturday, February 11th, 2017 - autos, cars, motoring, news

Source : Alfa Romeo needs the products its great brand deserves

A trip to the Milan Expo highlights just how strong the Alfa Romeo brand will be, along with what the idea must do to make the products live up to the brand

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Brands. Everything will be a brand these days, each meaning something, Great or bad. Even people are brands right now.

Brands are things you love or loathe. Or are indifferent to. Some you’ll go out of your way to buy into or be associated with, others the opposite. Some you trust, others less so. Unless the brand spends millions on a rebrand along with starts to look like or mean something else.

There will be the mother of all branding exercises going on in Milan right right now. A thing called Expo 2015 will be taking place, the latest instalment of the entire world Fair. the idea’s like a motor show for countries, where the countries replace the cars along with each includes a few dozen square metres to build upwards along with outwards with stands to show the rest of the entire world what you’re all about.

Britain has wild gardens. America has big screens of Barack Obama talking. Brazil includes a big rope climb. The Czech Republic includes a swimming pool which has a half-car, half-bird thing inside the idea. North Korea has ginseng. Belgium has fries. Argentina has big steaks. Belize includes a man which has a nice picture book of beautiful views. Italy has queues for its display too long to join. Azerbaijan seemingly includes a lot of money. Azerbaijan’s ‘stand neighbour’, the UAE, has even more.

Like all major events, the expo has those various other brands we already know running through the idea too. The big boys like McDonald’s along with Coca Cola are there with stands, as will be coffee maker Illy, which looks to have stumped up the funds to pay for the stands of all the countries the idea sources by, producing them mere extensions of the company brand.

These types of brands, much like big countries, you know what they stand for already, along with no matter what they do along with what products they make they have a reputation, Great or bad, which’s here to stay. Unlike, say, a start-up company or a smaller country, which have to fight for your attention along with have a degree of freedom in how they brand themselves.

Alfa Romeo will be a big brand. Not a big or successful company, nevertheless a big brand. the idea, too, will be in Milan right right now, preparing to relaunch itself as a car maker which, at long last, makes the kind of products you associate with the brand.

Like a McDonald’s or a Coca Cola, you know exactly what Alfa Romeo will be all about as a brand. nevertheless Alfa has for too long been McDonald’s without a Big Mac or Coca Cola without, erm, Coca Cola.

There seems to be an unending amount of goodwill towards Alfa Romeo as a brand, no matter how Great, bad or indifferent the cars the idea makes have been.

Alfa will be right now promising rear-wheel-drive cars, powerful engines along with beautiful styling for its cars – all things you associate with the brand, nevertheless none of which has been too evident in its products in recent years.

Let’s trust which tonight’s much-anticipated relaunch of Alfa Romeo as a company brings with the idea the kind of products along with ultimately business success which Alfa Romeo as a brand surely deserves.

Read the full story on Alfa Romeo’s relaunch 

by via Autocar RSS Feed



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