Product Brand Management Process
Differentiating positioning of the Volkswagen models in China and Hong Kong.
Task: Product positioning of the Volkswagen models
Solution: Development of a structured and understandable analysis system, with the potential to identify and represent distinguishing features within the product portfolio as well as in the competitive environment.
The results obtained by the analysis system allow for clear positioning and product-related communication between the individual vehicular models. Based on the positioning of the models within the Volkswagen portfolio, one can identify overarching communicative interfaces, which are bundled and processed within a structured system.
The Product Brand Management Process provides a self-contained system that involves all departments in an information register for product claims, communicative derivations and agency briefings.