In this essay, the Volkswagen brand will be analysed in terms of its success and failure, as well as any potential changes, which could act beneficial towards it. In order to do this, a brief overview of the history and current organisation to this date will be looked into, accompanied by the understandings of Volkswagen’s communication campaigns, brand (designs), positions, and strategies.
Overview of the Volkswagen Organisation
The historical German brand Volkswagen (VW) dates back to the year 1904 when the idea of a “People’s Car” was first mentioned. In 1925, Belá Barényi submitted a life changing design of a potential Volkswagen design, which later became known as the “Beetle”. Already having a great deal of success in the automobile industry, the first real breakthrough of this idea came in 1934, when Adolf Hitler had adopted the idea of mass production and a “People’s Car”, built for the transportation of the wider population, which then became popular amongst the German people in the Third Reich. This sparked the first so-called brand equity, which encouraged the public to believe in the concept of a car for...
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Corporate Identity: Volkswagen. 2014. [ONLINE] Available at: http://hansstol.totaldesign.nl/en/volkswagen.html. [Accessed 07 January 2014].
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