Volkswagen China


3 Years Brand Strategy: Move Forward

With the objective of enhancing the innovation perception and bringing emotion to the Brand, Greenkern has been tasked to support Volkswagen AG and Volkswagen China to co-develop the Move Forward brand strategy until 2020.

Through a brand health check, Greenkern identified four core issues the brand needs to focus on to tackle a declining brand image. To address these issues, five measures across three areas were developed.

These measures comprise a selection of key communication topics translated into brand stories, message managing according to product realities, format selection to better amplify brand messages, evaluation of partnerships and events (including a shortlist).