Volvo has an interesting interactive part of their web site at the moment that is asking "Who would you give a Volvo to?" and then asking for stories about the person and which car in their range you would give. Some people have even nominated their cats and dogs! You can even send them an e-card to tell them how much you care that you are 'giving' them a car.
This is a great example of how people associate certain people (or animals) with car brands - and the stories tell us why. Even the act of nominating and giving them a car associates the giver with the Volvo brand - caring (safety) - clever stuff from Volvo.
What car would you give someone and why?