Brand Adaption
Adaptation of the automobile brand to the Chinese market.
Task: Adaption of the global brand platform to the Chinese market.
Solution: Revision and justification of all brand values in the global brand model to fit the Chinese market.
Adaption of all campaign concepts, pictorial communication, figures and symbols with regards to their relevance to the global brand identity. The first step was both qualitative and quantitative market research in order to gain an overview of the intercultural understanding of the brand and the relevance of Volkswagen brand values in China. Internal company information, as well as external sources, were used for this. Furthermore, internal communication modules (see brand clip) were developed for the implementation into the Chinese market.