O Volkswagen Bank como "sub-marca" do grupo Volkswagen

Abstract

This report is based on the internship done at the Marketing Department of Volkswagen Bank GmbH company. Its theme is the Volkswagen Bank as "sub-brand" of the Volkswagen group. Knowing that, increasingly, brands are seen as a very important asset for a company, we chose the group's image as the core of our research. We also tried to understand better what constitutes a brand, the reputation of the group and the brand in question. So that we could fully exploit the dynamics of this issue, we built a theoretical framework with the key concepts and ideas to retain. After this step, we have chosen a methodology so we could conduct a clear analysis of the topic, and answer the questions that are presented in the beginning of the report. We concluded the report with recommendations about the subject studied that we feel that are important to the company. With this research we were able to conclude that the association of the brand Volkswagen Bank to Volkswagen is very powerful. The high notoriety of Volkswagen may be the reason why consumers are willing to buy Volkswagen Bank’s products, even though they are now aware of the brand Volkswagen Bank. Consequently, we contributed to understanding the transposition between image and values that is inherent to this association, which explains the strategic choice adopted by Volkswagen Bank of not working to improve its notoriety.

Date of Award	2015
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Patrícia Dias (Supervisor)