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Lucas is a 28 year old male who lives in North London with his girlfriend (Abbie) and their 2 year old daughter (Maisie). He obtained a Double First in Politics and Economics from Keble College, Oxford and upon graduation he started as an intern in a large investment bank in the City. Lucas progressed rapidly through the firm and is currently considered to be one of their most promising investment advisors; with high hopes of being promoted to a senior management position in the next 18 months. Despite having a reputation as a “hard worker”, Lucas is well liked by his colleagues because he is always “up for having a few drinks” after work. According to Abbie’s friends, this has been a source of frustration to her and she has sometimes accused him of neglecting her and Maisie

Usman is a 32 year old male who is married with two young sons. He is British by birth but his family are originally from Afghanistan and moved to the UK at the time of the Soviet Occupation in 1979. He has extended family who fled into Pakistan in 1980 and has visited them in Karachi on several occasions since childhood. Usman works in a call centre for a large insurance company in Birmingham. Although he gets on well with his colleagues, he keeps to himself at work and takes little part in the company social life; which seems to consist of his colleagues getting “bladdered” and “laid” on weekends. Instead he is actively involved in his local community, coaching a youth sports team and regularly acting as a “hospital driver” for older residents. His wife regularly helps older residents with their shopping and both are regarded as pillars of their local community

Carl is a 37 year old male who has an IQ of 65. He has never lived independently and until recently, shared a house with his 70 year old mother. Carl’s father left home when Carl was 8 years old and since then his mother has attempted two serious relationships, although both broke up due to Carl’s hostile reaction to his mother’s new partner. In terms of employment, three years ago, Carl was made redundant from the factory where he had worked since the age of 18. Since then, he has had a series of part-time and temporary jobs but has not managed to sustain a prolonged period of employment. Since his initial redundancy, Carl has found it difficult to control his level of alcohol consumption and is known to the police for several violent incidents

In the role of a marketing consultant you have been requested by the CEO of Volkswagen Group to prepare a report in which you should investigate the product brand values of the Volkswagen Group. In particular you should:- Critically evaluate and apply relevant academic models, theories and frameworks to understand the VW Group product brand values Identify the key differences between product and corporate brand values Briefly recommend models, theories and frameworks the VW Group could use to build and manage their corporate brand