Volkswagen. Construction of a Methodology for Thinking Strategically about the Brand
Jose Luis Madeira, Andre Furlanetto, Christina Palacios Bertini and Rita Almeida
This paper describes a working method for strategic planning developed for Volkswagen using a specially designed system to gather information, including: brand image monitoring; image research for Volkswagen's strategic models; consumer segmentation research; market data and trends; numbers for both Volkswagen and its competitors; and analysis of advertising in this sector.
Volkswagon
Construction
of a Methodology for
Thinking Strategically
about the Brand
Rita
Almeida
Christina Palacios
Bertini Andre FurlanettoandJos Luis Madeira
INTRODUCTION
With US$ 18.8 billion
invested in just six
years (1996 2001),
the Brazilian...
