Case-Study-Chevy

Jun 18th, 2015
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Arizona State University
Course: General
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“Like a Rock,” the long running business and brand building campaign that aired for 12-years, 1992 – 2004, featuring the music of Bob Seeger, communicated that Chevy trucks were durable and dependable. It celebrated both the truck and its target-customer. Ten years later Chevy is launching the 2014 Silverado 1500, an all-new version from hood to hitch of Chevrolet's best-selling vehicle in the U.S.

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Like a Rock, the long running business and brand building campaign that aired for 12-years, 1992 2004, featuring the music of Bob Seeger, communicated that Chevy trucks were durable and dependable. It celebrated both the truck and its target-customer. Ten years later Chevy is launching the 2014 Silverado 1500, an all-new version from hood to hitch of Chevrolet's best-selling vehicle in the U.S. According to Chevrolet it is designed to be the best-engineered and more refined full-size pickup. Its trio of new EcoTec3 engines offers the best fuel economy of any V-8 pickup with class-leading payload and towing capabilities. Thats a lot of truck!But the Chevy Silverado 1500 is not being launched with traditional product driven truck talk of features, features, features and, perhaps, a few product benefits thrown in but, instead, with emotional imagery of a strongly attractive brand character that badges Silverado owners who are as hardworking, honest and dependable as their truck.It features an original song Strong created by Grammy-nominated recording artist Will Hoge. Its an anthem that reflects pickup truck drivers and their values American va

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