Volkswagen. Construction of a Methodology for Thinking Strategically about the Brand

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...