Abstract:

This paper reveals the "Holy Grail" of accurate forecasting and maximising brand positioning. The research, including the vehicle clinic, focus groups, brand image research (BVI®), forecasting model, and name testing, are described. The paper demonstrates how the knowledge gained identified which attributes would have the largest influence on the brand?s perceived value in order to ultimately provide greater loyalty for Volkswagen. The creative approach adopted by Volkswagen South Africa is revealed, and the paper then further demonstrates how the brand was successfully repositioned in the hearts and minds of the South African consumers.