Volkswagen China Brand Strategy

In the context of re-defining the brand strategy of Volkswagen China, Greenkern provided support on the strategic conceptualisation of Volkswagen China’s marketing forum and planning for 2015. In order to achieve and sustain a consistent, loved, digital and innovative brand image, Volkswagen China set off to develop a variety of approaches and programs.

The overarching goals was to enhance brand visibility, occupy emotional territories, expand digital reach & effectiveness as well as to defend VW’s leadership position as the most innovative brand in the volume market.

Based on these objectives, Greenkern supported Volkswagen China with the development of a strategy document including the definition of a vision, goals and highlights, all packaged into an appealing storyline and clear visualisation.