So for brand positioning I have to go with Image differentiation. When one looks at Volvo you often will here people talk about how they associate safe with the position the cars have in their top of mind. This is something that Volvo obviously strived for in their drive to stand out from the crowd, they knew their cars were and they decided to show the world. In that old adage that actions speak louder than words, they made a commercial where they showed the strength of their cars by sitting a tank on top of the volvo car and it didn't collapse under it it held it up. People noticed that and the end result was that Volvo not only set a company's identity as the safest cars, but also in the consumers mind that was also Volvo's identity to them. I remember this ad when it played I though it was cool to see, my parents took notice of what it stood for. Volvo has always been their car, and every time they get a new car its a Volvo, my Sister bought one too, right after she crashed our moms and wrapped it around a tree, she walked away with out scrach, so one can see why consumers identify Volvo as the safe car.
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