Volkswagen Essay

Volkswagen

Serge Wakim

ADM 453

Dr. Vivian Agopian

20111735

October 21, 2015

OUTLINE I. History of Volkswagen II. Brand Foundations A. Brand Identity B. Logo C. Brand Image D. USP/ESP E. Brand Personality F. Brand Positioning G. VIPS H. PRISM I. CSR III. Brand Analysis A. Target Market B. Competitive Analysis C. Perceptual Mapping IV. Brand Marketing Strategy A. Product B. Price C. Place

HISTORY:

For many, 1937 was the year when Amelia Mary Earhart – the first female aviator to fly solo across the Atlantic Ocean- had mysteriously disappeared over the Pacific Ocean. But for me, 1937 is the year Volkswagen was founded. Under the control of Adolf Hitler, the German government made a new state-owned automobile

They successfully convey they name as the “people 's car”, and in their recent slogan “DAS AUTO” which means “The Car” in German, this slogan aims at anchoring the brand into people 's minds.

LOGO:

The Volkswagen logo was designed in 1938 and experienced several modifications. The origin of it is however conflicted. Some people say the mark was designed by Franz Xaver Reimspeiss, a Porsche employee, others say that it was Martin Freyer who came up with the design and accordingly won a design competition. The Volkswagen logo consists of the company’s initials, a “V” placed over a “W”. These letters are surrounded by a circle. The color blends and the implied three-dimensionality were introduced to the Volkswagen logo in 2000.

BRAND

VW 's physique is shown by the white and blue logo and keeping the traditional icon. Their products are small cars and luxury vehicles as well as vans and motorcycles. They newly launched the VW bicycle which is fold-able and easily moved.

2. VW 's personality is masculine, mature, reliable, family-oriented, and environmentally concerned.

3. VW 's brand relationships are personal experiences, trust between the brand and its customers, and family-oriented relationship having many family buying bigger VW cars to fit all of the family.

4. VW 's culture is mainly German. It has become worldwide having family core values with the ability to be a safe, sporty, inner and outer attractiveness and environmentally caring.

5. VW 's reflection is basically for everybody. Then comes the reliability and the concern to the environment.

6. Finally, VW 's self-image is being in control with the great handling they have, stylish with the inner and outer beauty, safe with their handling as well as their hard solid body, and mostly confident and self-assured where the person driving a VW feels as if he owns everything.

CSR:

Volkswagen has many CSR campaigns made worldwide. One of them is the “1-0 for Volkswagen” where they helped citizens of South Africa with fighting aids, increasing education, and sports and