Brand Image Perception: Case-study at Volkswagen AG

In this paper I studied the perception of brand image within the Romanian consumers. Brand holders want their brands to enjoy a strong awareness and notoriety. Brand image is an important constituent of customer mind-set, the value of the brand belonging to the customers. Various instruments were set up to measure the brand image. I used the customer based brand equity model to measure the attitudes of the Romanian consumers toward the Volkswagen brand. The objective of the study was, at theoretical level, to asses the explanation power of the customer based brand equity model and, for the practical purpose, to see how Volkswagen brand perform for the Romanian public. As a methodology I selected a sample of students from the University of Craiova. The results showed that the customer based brand equity model is useful tool in assessing the brand image and that Volkswagen is an appreciated brand