The Rebranding of Volkswagen: Brand Identity & Strategy Change: Case Study.
At the end of April 2020, I completed my senior capstone research project that was reviewed by the SHC Communications Arts department. Below is my attached research paper and presentation on "The Rebranding of Volkswagen: Brand Identity & Strategy Change." In addition, I was recommended by two SHC Communication Arts advisors to enter my project in the 2020 Undergraduate Research Symposium. After presentations were judged by a variety of SHC department professors, I was recognized for having the "Best Original Research Presentation."
Abstract
The purpose of this paper is to provide a case study on the 2019 rebranding execution of the global brand, Volkswagen (VW), after the company’s environmental emissions scandal in 2015. Two research questions were formed: How is Volkswagen rebranding itself? What are the degrees of brand identity and strategy change of Volkswagen’s rebranding? Research findings concluded that VW consistently rebranded itself through general themes of revitalization, female empowerment, future-centered transformation, and environmental appreciation & responsibility,among the rebranding materials. In summary, the reviewed literature provided the foundational understanding of crisis communication and image repair discourse, rebranding frameworks, and VW’s crisis and response to the emissions scandal. Qualitative primary research was done to gain understanding on messages and themes found in VW’s press releases, policy documents, print advertisements, and commercials. In addition, future qualitative content analysis research on VW’s social media platforms would strengthen the study. Future research on internal and external customers’ loyalty, commitment and understanding of new goals and strategies of brands undergoing rebranding would be valuable information to this study and the rebranding studies.
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