1. Volkswagen Trang Nguyen, Caroline Stefko,
Leslie Rubio, Christina Steuben,
Molly Tran

2. Brand Overview
1930s: Began under orders from Hitler to build a “people’s car” – hence the name Volkswagen
1940s: Made cars for British govt. after the war
1950s: expanded overseas; 50% global market share
1960s: focused more on R&D, diversifying brand portfolio; company becomes public corporation
The original Beetle

3. Brand Overview 1970s: Created finance division
1980s: Factories on four continents
1990s: Period of increased productivity, quality, and environmental efficiency
2000s: Growth in developing economies (BRIC countries)
Wolfsburg Factory

4. Brand Planning Assessment
Brand positioning
Add source
Source:

5. Brand Positioning Compare to other brands
Source:

6. Brand Positioning High-end Cars Entry-level Cars
Target customer is upper class
Less common
Prestigious
Imported
Entry-level Cars
Target customer is middle class
Many locations

7. Brand Positioning Point of Parity: Point of Difference: Media channel
Trendy style
Safety
Point of Difference:
Vertically integrated
100% German made cars
Less production

8. Opportunities More advertising the goodwill of the company
Target families by enhancing the safety of their cars
Focus on the heritage of Volkswagen Automotive Group

9. How Has Your Brand Built Brand Resonance?
Brand salience: Wide range of salience
- Volkswagen commercial cars
- Luxurious brand: Bentley, Audi,…
- “Das Auto”
Brand image:
- Audi: Vorsprung durch Technik
- SKODA: Simply clever
- SEAT: dynamic, young, design-oriented

10. Brand Image Brand image: : exclusivity, power and elegance
: reliability, economy and partnership
: customer first, respect for the individual, and quality

11. Brand Feelings Excitement: Get in. Get happy.
Social approval: Social campaign in Africa
Self-respect: luxurious car
Come and get it

12. Brand resonance Loyalty: repeated purchase
Community: many communities both online and offline
- Volkswagen Caring Community in Phildelphia

13. Brand Resonance Engagement
Volkswagen Arena
Motor Sports
Museum of Modern Arts
Volkswagen Junior Master

14. Brand Resonance Pyramid
Loyalty
Community
Engagement
Brand resonance
Quality
Credibility
Superiority
Excitement
Social approval
Self-respect
Brand judgment
Brand feelings
Service
Primary and secondary characteristics
Style and design
Brand performance
Brand imagery
Depends on individual brands. But generally positive
Brand Salience: “Das Auto”

15. How Do You Assess Your Brand Value?
Brand resonance: strong foundation
Brand value number:
- 2012: 17,758 millions
- 2013: 23,666 millions

16. How Do You Assess Your Brand Value? Brand Value Number

17. How Do You Assess Your Brand Value? Competitors
Among 7 most famous luxury car brands, 3 of them belongs to Volkswagen
Strongest competitor is BMW. BMW and Volkswagen share many similarities but BMW used to surpass
Effective projection of Volkswagen brand value
“In 2012, the Group increased the number of vehicles delivered to customers to million. Corresponding to a 12.8% share of the world passenger car market.”

18. Brand Growth Analysis Corporate Brand Family Brand (12)
Individual Brand
Modifiers

19. Brand Growth Analysis
Each family brand maintains its own image and operates as an independent entity on the market
Pros:
Entry-Level and High-Level Brands have established and maintain brand equity over the years
Does not necessarily tie back to Volkswagen Group name, however, the vast brand portfolio still legitimizes the Group in the market
Cons:
Absence of value-conscious brand
Any more critiques? // good or bad things about the hierarchy?

20. Brand Growth Analysis Growth Strategy Channel strategy:
Following trends
“Revamped” newer version of classic models
Target very specific audiences
Channel strategy:
Apply technology features into higher-end vehicles
Eco-friendly and hybrid vehicles

21. Brand Growth Analysis How brand hierarchy fits into brand portfolio:
Tailor needs of every customer in mind
Separate the Automotive and Financial divisions

22. Recommendations for Growth and Maintaining Brand Equity
Vertical brand extension: SEAT & Skoda brands, or co-branding strategy
Create point of difference with eco-friendly car technology: TDI Diesel and Hybrid, electric car
Reintroduce the iconic Transporter van: cash cow brand (minimal marketing), high recall
Emphasize safety features to improve brand meaning and response
Jetta Commercial

23. Questions

24. Thank you for listening!