•Brand Building Strategy- Volkswagen• Muhammad Aslam A

• Noby Francis• Divya Unnikrishnan

• Riba K John

• Brand– “A brand is 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 of competitors”- Philip Kotler.

• Brand building– Enhancing a brand’s equity directly through advertising campaigns and

indirectly through promotions such as cause championing or event sponsorship.

Volkswagen’s brand building strategy.

• Separate family / individual branding– Individual branding• Marketing policy under which each product has its own

brand, different from every other product in the same product family or from the same firm.

Audi A4 Skoda New Superb Volkswagen Passat

Audi A6 Skoda Laura Volkswagen Jetta

Audi A8 Skoda Octavia Volkswagen Beetle

Audi Q5 Skoda Fabia Volkswagen Touareg

Audi Q7 Volkswagen Polo

Audi TT

Audi R8

• Advantages:– Each products has its own identity– Safety for the firm– Separate brand equity

Umbrella branding or Blanket brand name.

• Umbrella branding– It is an overarching brand used across multiple

related products.– Under this branding approach new products are

placed under the umbrella of an existing brand.– Suitable for products with similar quality.

Conclusion

• It’s better for Volkswagen to follow separate family branding.

• Because:-• Any product can negatively affect the overall brand.• Customer’s confusion about the brand.• Greater burden to maintain consistent quality.

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