To extend its brand into areas it was not normally associated with Volkswagen of America, the car manufacturer, saw how the attributes and benefits provided by their brand complemented those offered by the brand of Trek Bicycles, a US bicycle manufacturer. The companies joined together to offer a Trek bike and bike rack with the sales of the Jetta Volkswagen vehicle. The move reinforced the Jetta's attributes of "fun" and "sporty" and resulted in a 15% increase in Jetta sales for Volkswagen....

BPIR Categories

4.1.4 Develop & implement marketing strategy
2.4.5 Manage strategic alliances

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