• 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.
Thank You