Briefly describe Volkswagen’s emissions scandal and provide background on the company and automobile industry.
Do you think Volkswagen’s brand reputation was severely damaged by the emissions scandal? How about its brand equity? Discuss what brand equity is, and how Volkswagen’s brand equity will be impacted.
How should Volkswagen handle the emissions scandal in an ethical way? Discuss the related ethical issues from both consumer and brand manager perspectives.
What can you learn from this case? What suggestions could you offer to Volkswagen’s top management?
Please provide references.