How Volkswagen Used Marketing to Regain Its Brand Image After the Cheating Emission Scandal: A Case Study

Abstract

The purpose of this research paper was to find out Volkswagen used marketing tactics to regain its brand image and trust of its consumes after the cheating emission scandal. After collecting secondary data, it was found that first of all, the management of the organization took all the right steps such as recalling all its vehicles installed with defeat device, compensating its consumers, apologizing to its consumers, and making huge changes in its existing business strategies. After that, the management of the organization created numbers of video ads and shared them to its different YouTube channels. The video ads emotionally struck its consumers. Besides, the organization also launched two new SUVs and started following a new strategy under which it decided to follow environmental sustainability. All these activities helped to the organization to win back its consumers and to regain its brand image.