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The Managing the Corporate Brand assessment brief comprises two elements. Element one requires you to investigate the product and corporate brand values of the Volkswagen Group, while element two involves you investigating the quality of the current reputation of an organisation of your choice. Both element briefs are explained in more detail in the following sections

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Previous ArticleCarl 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 incidentsNext ArticleIn 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