Analysis of the Volkswagen brand image after the emission crisis

Ovim se radom pruža uvid u elemente i koncept marke, važnost imidža marke i načina na koji ju kupci percipiraju kao bitan čimbenik uspješnog poslovanja. Automobilska industrija predstavlja jednu od najznačajnijih industrija na svijetu, pa tako i u Njemačkoj. Volkswagen grupa, kojoj pripada i istoimena marka, najveći je proizvođač automobila na svijetu. VW grupa tržišni je lider s dugom tradicijom, kulturom i stabilnošću poslovanja. Lojalnost određenoj marki može se i smanjiti što potvrđuje najveći emisijski skandal, odnosno kriza u automobilskoj industriji 2015., koja će ostati još dugo zapamćena zbog svojih posljedica. Imidž marke u očima javnosti i kupaca igra veću ulogu no ikad te se ne smije zanemariti, osobito u kriznim vremenima. Provedeno istraživanje ispituje sociodemografske čimbenike, potrošačke navike te osobne osjećaje kako bi se utvrdio utjecaj emisijske krize na imidž marke Volkswagen.This paper provides an insight into the concept and elements of a brand, the importance of brand image and the way in which customers perceive it as an important factor in successful business. The automotive industry is one of the most important industries in the world, including in Germany. The Volkswagen group, under which the brand of the same name belongs, are the largest car manufacturers in the world. The VW Group is a market leader with a long tradition, culture and business stability. However, brand loyalty can also decline, as confirmed by the biggest emission scandal or crisis in the automotive industry in 2015, which will be remembered for a long time due to its consequences. Brand image in the eyes of the public and customers play a greater role than ever, which should not be ignored, especially in times of crisis and turmoil. The conducted research examines socio-demographic factors, consumer habits and personal feelings in order to determine the impact of the emission crisis on the image of the Volkswagen brand