Alfa Romeo: Rebuilding the Brand in North America

In March 2021, the newly appointed senior vice-president of the Alfa Romeo brand in North America, headquartered in Auburn Hills, Michigan, was facing the main task of rebuilding the brand to increase sales. Since its inception, the company had seen inconsistent sales in its efforts to capture the high-end exotic auto market. The brand’s origins in the high-performance and competitive world of auto racing emphasized its true essence of excitement, spirit, performance, seductive design, technical advancements, and seamless interface between driver and machine. Contributing to the company’s sales volatility were numerous factors, including macroeconomic forces, consequential effects of past brand managerial decisions rooted in infidelity to the brand’s origins, and a notable lack of consistent brand management or leadership that had witnessed the appointment of four brand managers over the previous decade. Alfa Romeo’s brand building success was inextricably tied to effective marketing communication. The senior vice-president had to find a way to communicate and instill the brand’s desired exotic and exciting mystique in the minds of consumers.

This case is suitable for use in various courses at the undergraduate and graduate levels. When used in upper-year undergraduate marketing courses (e.g., advertising, promotion, marketing communications) or in a capstone course, the case can facilitate a comprehensive discussion relating to the learning objectives. When used in graduate marketing courses, the case can facilitate discussions focused on brands, brand building, brand positioning, and associated aspects of social influence. After completion of this case and assignment questions, students will be able to<ul><li>understand basic marketing concepts such as brand, branding, brand statement, brand positioning, and brand building;</li><li>understand the complexity and scope of accurately defining and building a brand within a fiercely competitive landscape;</li><li>assess the strengths and deficiencies of a company’s marketing efforts, and make recommendations to strengthen the firm’s brand-building strategy;</li><li>understand the inextricable relationship between product attributes and the benefits that accrue to consumers; and</li><li>understand the challenges of building and monitoring a brand from the perspective of a newly formed firm, which has resulted from a major merger.</li></ul>

• Stellantis
• Alfa Romeo
• Brand Equity
• Brand Resuscitation