Automotive Industry
Industry: Email Alert RSS FeedVW hopes to win Chinese hearts; Brand campaign relies on key Chinese character.(News)(Dynamic Marketing Group)(Volkswagen)(Brief Article)
Automotive News Europe, July, 2004
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Byline: Normandy Madden Advertising Age
Volkswagen is preparing its first branding campaign in China to defend its lead in the world's fastest-growing automotive market.
The ad agency Dynamic Marketing Group will bring VW's "love"-based marketing platform to the country.
VW uses its German-language advertising tag line "Aus Liebe zum Automobil" in many markets worldwide. In English this is "For the love of the automobile."
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In China the brand campaign revolves around the slogan "China's journey, Volkswagen's heart." It is a loose ...
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