Brand Platform | Brand Agenda
Development of a brand platform and brand agenda for the introduction of the claim “Das Auto” (The Car) into China and its translation into a Chinese context.
Task:
- Establishment of a global brand claim and positioning of “Das Auto” on the Chinese market.
- Developing a brand agenda for communication.
Solution:
Construction of a strategic brand platform that unites the different aspects of the brand and creative frameworks, thus conveying the meaning of the claim “The car” into Chinese language and cultural context. An important consideration is the aspired differentiation and the emotional charge of the brand in the Chinese market through an authentic Chinese cultural reference.
In doing so, the claim “The car” was connected to the philosophical approach of “Dao” (“The road”, “The philosophy”). This way, the brand Volkswagen stands for the road of automobile development and is at the same time at the top of the automobile philosophy:
车之道,唯大众
"When it comes the philosophy of car, it's Volkswagen."