Getting to the heart of Volvo’s brand : Inner core strength withstands tests of time

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings The management of the brand core for both continuity and change is an unsolved paradox in strategic brand management literature and practice. Existing conceptualizations offer little or no guidance regarding managing a brand’s core over time. The Volvo brand has evolved by adding and shifting mind-sets, which has kept its core surprisingly stable. Practical implications The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.