Entity Profile Positioning

Greenkern was tasked to developed a highly consumer-relevant, differentiating, and authentic positioning to strengthen FAW-Volkswagen’s brand power.

This one-year project was divided into 3 phases. After consolidating FAW-Volkswagen’s research documents, Greenkern created a megatrends reports as well as a product analysis bases on expert interviews and workshops. These first two phases informed the strategy developed in phase three, which comprised definition of the target audience and value proposition as well as entity profile positioning. Finally, these three phases were condensed into a 115-page blueprint to serve as a positioning handbook to guide thinking and decision-making in all internal areas.