How Volkswagen epitomizes the value of the marketing concepts
...e hand; and homogenizing platforms as the invisible part of the car, on the other hand. Concerning its internationalization trail, the Volkswagen consortium followed a double strategy path of buying existing foreign brands and internationalizing its VW and Audi brands. In regard to the latter, Volkswagen has been an internationally oriented and known brand. Customer Brand Equity is generally built up slowly over time, but is fragile and can be quickly dissipated by negative impression generated by the organization’s certain behavior. Similarly in the case VW, an unfortunate marketing move and cut throat competition led to decline in sales. VW’s tried an Americanized image with the advertising of the opening of a VW assembly in Pennsylvania which had an adverse effect on VW’s turnover. Volkswagen, facing decline in car sales for more than a decade, launched a new campaign in late 90s aimed at the pragmatic goal of getting consumers to take a test drive. VW was injecting more urgency on advertisements because it knew that the perception of VW quality among America new-car buyers had declined. VW spent the next 8 years trying to rebuild the brand with every tactical and strategic effort. Hence with aggressive pricing and marketing turned it into a substantial hit. Someone once said “American had all the national cars they needed; we need something to revitalize their emotions.” That was what VW was doing. With advertising and touching product lines, Volkswagen enjoyed a surge in Sales, awareness and brand loyalty. The original Volkswagen Beetle ushered in the golden era of marketing in the 1960s by illustrating its features through amusing storytelling. VW’s “Driver Wanted” slogan was a very effective marke...