Case Study:
This Case Assignment focuses on Volkswagen's emissions scandal and related brand management and business ethics issues.
Develop a report in terms of the following guidelines. A well-written report should have a brief introduction, headings or subheadings, and a brief concluding comment. Note that you should use some keywords as headings or subheadings such as "Brand Equity of VW", instead of a sentence or a question. Looking at required articles on Volkswagen's emissions scandal, as well as additional research you have done, address the following issues:
- 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?