EVENTS AND SPONSORSHIPS BACK TO CONTENTS Activate the Volvo brand through events Events are a perfect example of the explore perspective in our brand management approach (see Core and explore). At an event, all core principles and elements must be adhered to. But, how these are activated at a specific event – digital or analogue – is decided by the event responsible, close to customer or stakeholder. That way, we secure that the Volvo brand is distinct through core and attractive/relevant to the event participant in a specific context and culture. Meaning, there are no global, centrally produced guidelines for how to set up a Volvo event. Instead, follow the guidelines for the Volvo core elements as presented in this document and use your expertise about your current and future customers to tailor the event based on their needs and expectations. You are empowered to bring the Volvo brand to market! VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 20221 69