INTRODUCTION BACK TO CONTENTS Core and explore – Volvo brand experience our approach to brand Divide between core and explore management The brand is the experience – as perceived by the customer. To build a strong brand, trustworthy and attractive in today’s marketplace, the two perspectives of core and explore must play together. Core is the foundational areas and elements that profoundly distinguishes the brand, e.g., purpose, heritage, values, aspirations and identity. Strong brands never compromise the core in brand activation. When the brand is activated towards customers Main fundamental, distinct and Core Explore Brand execution and activation** non-negotiable areas: ≈20% ≈80% through: and stakeholders e.g., through offers, aftermarket • Purpose • Offers support, sales and marketing, strong brands dare • Values • Sales and marketing explore execution to be relevant in a specific • Heritage • Messaging context and culture – while always staying true • Aspirations • Content to the core. • Naming • Choice of platform/channel • Identity* • Events and exhibitions • Films • etc ** As decided locally based on customer needs. * As defined and governed in this document. No global, centrally produced guidelines available. VOLVO EXPERIENCE AND IDENTITY GUIDELINE – DEALER EDITION JANUARY 2022 4