Final answer:
Volvo was focusing on repositioning their brand in the consumer's mind by leveraging the positive and inspirational image of NBA player Jeremy Lin. The endorsement deal is an example of using a brand ambassador to connect with the brand's target audience and strengthen its brand image through synergistic advertising.
Step-by-step explanation:
When Volvo attempted to revamp its brand image by signing an endorsement deal with NBA player Jeremy Lin, they were focusing on repositioning.
Repositioning is a marketing strategy that alters a brand's place in the minds of consumers relative to competitive brands. By associating with Jeremy Lin, who had a positive and inspirational image, Volvo sought to change public perception and attract new demographic segments to their brand. This approach is a part of a broader marketing effort where brands employ brand ambassadors to create a connection with their target audience and generate a positive emotional response.
Moreover, such strategies highlight the impact of synergistic advertising practices that deliver consistent brand messages across multiple platforms, enhancing recognition and customer trust towards the brand.