Volvo is a good illustration of a company that has been successful in defending its brand equity. However, when Volvo deviated from its brand heritage, sales slumped. What is the key concept on which the Volvo brand was built and, when reinforced, eventually revived the company's slumping sales?

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The Answer of Volvo is a good illustration of a company that has been successful in defending its brand equity. However, when Volvo deviated from its brand heritage, sales slumped. What is the key concept on which the Volvo brand was built and, when reinforced, eventually revived the company's slumping sales?

Volvo Is a Good Illustration of a Company That Has