Order DescriptionAssignment Overview
This Case Assignment focuses on Volkswagen’s emissions scandal and related brand management and business ethics issues.
Case Assignment (Use Heading for paragraphs)
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:
1. Briefly describe Volkswagen’s emissions scandal and provide background on the company and automobile industry.
2. 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.
3. How should Volkswagen handle the emissions scandal in an ethical way? Discuss the related ethical issues from both consumer and brand manager perspectives.
4. What can you learn from this case? What suggestions could you offer to Volkswagen’s top management?
* Note: See attachment with complete assignment instructions.