Brand Management

BRAND MANAGEMENT AND RESEARCH

MAR002-6

FINAL ASSESSMENT - INDIVIDUAL REPORT

Contents

1 Introduction 2

1.1 Branding 2

1.2 Importance of Branding 2

2 Company Introduction 3

2.1 “VOLKSWAGEN DAS AUTOS” 3

2.2 Multi branding v/s Corporate Branding 3

3 Critical Evaluation of Brand Strategy of VGI 4

3.1 Branding Value of Volkswagen 4

3.2 Brand Image for Volkswagen 5

3.3 Brand Positioning 5

3.4 Segmentation 6

4 Marketing Strategy 6

4.1 Marketing Mix 6

4.2 Pricing strategy 8

5 Market development 8

5.1 Diversification 9

6 Conclusion & Recommendation: 9

7 References: 10

Abstract

This report is a depiction of the brand strategy adopted by an automobile company Volkswagen. This primarily covers the brand management by the company including the critical evaluation of the brand strategy adopted with context to its brand value, brand image and brand positioning. The report provides the reader to have critical analysis of the brand management and at the end of the report a conclusion is drawn on the basis of analysis in the body of the report. In main part of the report there is VIP analysis followed Boston matrix and product life cycle for the detailed explanation of topic. Various brand strategies adopted by the company are also touched in this part of the report. The conclusion is followed by some suitable recommendation of the brand strategy management of the company.

Introduction

1 Branding

The concept of branding in market is related to the production of brand and in the views of Hankinson & Cowking (1993) that branding is tagline that used to differentiate product from other competitors in market.

Branding is defined as “identity of a specific product, service or business. A brand can take many forms, including a name, sign, symbol or slogan. The world brand began simply as a way to tell one person’s cattle from another by means of a hot iron stamp. The word brand began has continued to...