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Volkswagen - Contemporary Brand Management
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| Words: 4418 | Submitted: 31-Mar-2011
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DescriptionVolkswagen - Contemporary Brand Management
Contemporary Brand Management
BA EFL and Marketing
Number of Words: 3,717
List of Contents Page
1. THE BRAND 3
1.1. What is a brand? 3
1.2. volkswagen: Commodity, product, company, brand? 3
1.3. volkswagen – major characteristics 4
1.4. Brand architecture of Volkswagen 4
2. BRAND POSITIONING 6
2.1. Theoretical approach 6
2.2. Positioning statement of volkswagen 8
2.2.1. Positioning statement in comparison with competition 8
3. VOLKSWAGEN - BRAND ANALYSIS 10
3.1. Brand equity 10
3.2. Brand Identity 12
3.3. brand image 13
3.4. Brand personality 14
3.5. brand pyramid 16
4. SPECIAL INTEREST 18
4.1. global branding 18
5. RECOMMENDATIONS 19
1. THE BRAND
1.1. WHAT IS A BRAND?
A consumer who perceives a brand as superior is willing to spend more money on it. But how is a brand defined? Kotler (2007, p.636) defines a brand as a “name, term, sign, symbol or design or combination of them which is intended to identify the goods and services of one seller or a group of sellers and to differentiate them from those competitors”. This evidence is supported by Doyle and Stern (2006, p.164) who add that “a brand can be defined as a specific name, symbol or design ... [and] is used to distinguish a particular seller’s product”. This assumption reveals that the function of a brand consists of differentiation and identification.
VOLKSWAGEN: COMMODITY, PRODUCT, COMPANY, BRAND?
Hollensen (2008, p.315) differentiates between a brand and a commodity by stating that “Branding is associated with added costs in the form of marketing, labelling, packaging and promotion. Commodities are ‘unbranded’ or undifferentiated products.” Doyle and Stern (2006) distinguish the difference between a product and a brand, by saying, that a product “is anything that meets the functional [tangible] needs of customers” (p.164). In this context, one can say that a commodity represents basic, unbranded products such as Steel or other raw materials. However, products represent the next level, in this case it is automobiles. As a result, the brand level, which has intangible benefits, is represented by a particular brand in the automobile industry: Volkswagen, the “people’s car”.
However, as Randall (2000) describes, Volkswagen is a company brand which means, that the “name of the company identifies the brand” (p.113). This view is supported by Kapferer (2004, p.5) and Olins (2008, p.52) who both state that the corporate name is used at the same time as the name of the brand.
1.3. VOLKSWAGEN – MAJOR CHARACTERISTICS
Volkswagen is a German company and a global vehicle manufacturer. Volkswagen consists of the following brands: Audi, Skoda, SEAT, Bentley, Scania, Lamborghini and Bugatti (Marketline, 2010). It targets most segments of society by offering family cars as well as luxury cars by offering various cars with different price ranges and therefore fills nearly every segment and niche in the market (See Appendix 1).
Volkswagen’s major competitors (Marketline, 2010) are:
1.4. BRAND ARCHITECTURE OF VOLKSWAGEN
There are two ways of defining the brand architecture of Volkswagen:
As a corporate brand, Volkswagen consists of product ranges (Golf, Polo) which ...
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