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Brand Management Essay

3359 words - 14 pages

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 ...view middle of the document...

The word brand began has continued to evolve to encompass identity- in effect the personality of o product, company or service.”
In the views of Johnson and Scholes (2002, pp. 140) “branding is an important feature for saturated market and for the slow growing markets”.
The brand provides recognition and allows adding value, image and position to the company. An effective brand strategy is very useful for the survival and future growth of company. Branding is used to promote the products of the company in an easier and effective way. It builds up identity and for communicating the story of brand as in India the concept of storytelling is popular tool for advertising.

2 Importance of Branding

The branding is the face of the product that company offers to its customers hence every company has to toss their branding strategy effectively. Since this is beneficial in making the impression of product or services in the mind of customers. An effective and impressive brand name always attracts the customers and keeps the position and image of the company in their minds. This even gains to make the customers think and moved towards the use of another product of same company to which they are not familiar.
A good quality brand image in business matters a lot; the brand of the company is always seen as in differential part of the company which shows its value and quality. With an effective and strong brand the image of the company goes rise.
Strong brand of business facilitate other brands to link with each other different products of the company. The brand name of company used for the different products of the company for effective selling in market. (Source - Hankinson & Cowking, 1997 pp- 156)

Company Introduction

1 “VOLKSWAGEN DAS AUTOS”

The automobile company is well known for its services and higher satisfaction among their customers. Volkswagen group of India is subsidiary of worldwide famous Volkswagen AG. It switches to brand of Volkswagen in addition to two other existed brands of Skoda and Audi in Indian market. These brands possess its own character manoeuvres in an autonomous manner. The establishment of this subsidiary was in year 2007. In Indian autos market the brand image is featured by the size of vehicle, technologies of driving and different features like ABS, EPS and air bags and galvanized bodies of automobiles.

2 Multi branding v/s Corporate Branding

There are two main concepts taken corporate branding and multi branding that are explained as followed by the company:
Multi Branding: Concept of multi branding in the company mainly based on the objective to become most innovative manufactured volume complies with best quality product specifically considering medium to long term classless. With theme and slogan “Vorsprungdurch Technik” of Audi brand in considered as solid brand in automotive premium segment. In addition brand of Skoda is a combination of intelligent concepts in using space...

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