Assignment on Brand Management of Business

Added on - 21 Apr 2020

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Running head: BRAND MANAGEMENTVolkswagen “Think Small”Name of the Student:Name of the University:Author Note:
1BRAND MANAGEMENTTable of ContentIntroduction......................................................................................................................................2“Think Small” Campaign................................................................................................................2Purpose of the Campaign.................................................................................................................3Main Marketing Communication Strategy......................................................................................3References........................................................................................................................................4
2BRAND MANAGEMENTIntroductionBrand management is the most fruitful method of establishing a strong customer base andachieving the competitive advantage. Volkswagen is not an exception in developing the uniquemarketing campaign for the target customers. Currently, the company has been focusing onimproving the car quality, design, and specifications to improve the market positioning in thiscompetitive scenario (Couch et al., 2017). Therefore, the development of unique marketingstrategy is quite necessary for the company.“Think Small” CampaignVolkswagen, the renowned automobile company has been maintaining the fruitfulmarketing campaign ideas to establish the commendable brand image (Volkswagen-media-services.com, 2017). Such remarkable marketing campaign is called “Think Small”, which hascaptured the attention of the target customers in a significant way. This marketing campaign isconsidered as one of the best advertising schemes developed in 20thcentury (Holm, 2016). Thecampaign provides the accurate reflection of the products that are to be offered to the targetcustomers. The ‘Beetle’ car is introduced in a black and white ad, which is considered as the newtype of simplicity. This ad campaign consisted of two major headlines, such as “Lemon” and“Think Small” (Uncc.edu, 2017). The creative campaign set up presented the superior campaignto beat the market position of DDB. The company concentrated on developing this campaign byconcentrating on three aspects, such asless explanatory, reflective of the products beingadvertised,andmore creative. The study would present the ideas about the purpose of adoptingthis marketing campaign and the means of communication to develop such initiative.
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