Volkswagen Disaster

PRESENTATION on Reviewed Real Fiasco with (VW)

Brand Management

Name : Junaid AmjadClass ID : 55724Fall 2015

11 million vehicles worldwide are involved scandal in the rigging environmental tests for diesel emissions.

It said it was setting aside €6.5bn (£4.7bn) to cover costs of the scandal. VW chief executive Martin Winterkorn issued a fresh apology for the test-rigging, saying he

was "endlessly sorry" for the "manipulation. EU-wide investigation into the affair and then US Environmental Protection Agency (EPA) said

VW diesel cars had much higher emissions than tests had suggested and that software in several diesel cars could deceive regulators.

Volkswagen stock drops 20% on US diesel recall probe. VW scandal threatens 'Made in Germany' brand. Cars and the environment - two things that

Germany cares so deeply about that they form part of the national character.

Overview of Volkswagen Brand Disaster

New Management Faces 5 Big Challenges1. Purge the scoundrels2. Create "guiding principles3. Don't ignore the product 4. Rethink diesels5. Tap into warm feelings for VW

Brand Strategic Corrective Measures

Come Clean  Viable option is for management to apologize quickly.Polish the Halo  Polish the brand image in the mind of consumers. Brand advertising and public relations activities. Inoculation

If you believe that even identified consumers will begin to question your brand when the news hits