A influência do valor da marca mãe nas suas submarcas

: o caso Volkswagen Financial Services

Abstract

In an increasingly consumerist and demanding society in which the value of a brand seems to have a lot of importance, their reputation and image also, companies look at brands as being a very important asset, which implies for the organization a need for continuous renewal. With this factor, companies opt for brand extension strategies using the value and notoriety of the parent/main brand leveraging these assets in their subbrands, thus leading them to new markets thus expanding the organization's business. Thus, the focus of this internship report about “The Influence of the Value of the Branded House in its subbrands: The Volkswagen Financial Services case”. The focus of this report is to understand and reflect whether the reputation of the VWFS brand is due to its membership of the Volkswagen group or whether it has gained it autonomously and to seek to understand what a brand is. In order to explore this sense, and to carry out this research, we chose a methodology based on the qualitative method, and the data collection was performed through direct observation, documentary analysis and semi-directional interview. This research allowed us to conclude that Volkswagen, when creating its VWFS subbrand, not only increased the group's profits, but also found that the branded house has an influence on the subbrand. Because if the consumer have a great confidence in the mother brand, he’s going to have also a good perception of his extension. But what will dictate the success of the extension will be its autonomy and strategy implemented.

Date of Award	27 Apr 2018
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	José Gabriel Andrade (Supervisor)