Brands have existed for at least 5000 years and to date our societies have evolved a lot in this regard. The reason brands have become of greater importance in today's society is due to our growing desire rather than need (what we need to survive, such as food and shelter) for a new and personalized product, thus “moving from a 'economy of mass production to an economy of mass customization'. (Neumeier, Morgan & Edgar, 2006) However, brands have become an important part of our lives, in many cases being a reflection of who we are or what we would like to become. In this essay, the Volkswagen brand will be analyzed in terms of its success and failure, as well as any changes that could act beneficially towards it. For this purpose, a brief overview of the history and current organization to date will be examined, accompanied by an understanding of Volkswagen's communication campaigns, brand (design), positions and strategies. Overview of the Volkswagen organization The historic German brand The Volkswagen (VW) dates back to 1904, when the idea of ​​a “people's car” was first mentioned. In 1925, Belá Barényi presented the design of a potential Volkswagen model, which later became known as the “Beetle”. Having already achieved great success in the automotive industry, the first real breakthrough of this idea came in 1934, when Adolf Hitler adopted the idea of ​​mass production and a "people's car", built to transport a larger population broad, which later became popular among the German people in the Third Reich. This sparked the first so-called brand equity, which encouraged the public to believe in the concept of a car for...... means of paper ......ttp://www.toyota-global.com/ company/history_of_toyota/. [Accessed January 7, 2014]. History of the Volkswagen logo @ DasTank.com. 2014. [ONLINE] Available at: http://www.dastank.com/Volkswagen-Logo-History.htm. [Accessed January 7, 2014].Corporate identity: Volkswagen. 2014. [ONLINE] Available at: http://hansstol.totaldesign.nl/en/volkswagen.html. [Accessed 7 January 2014].Volkswagen Logo - Design and history of the Volkswagen logo. 2014. [ONLINE] Available at: http://www.famouslogos.us/volkswagen-logo/. [Accessed 7 January 2014].Interbrand - Best Global Brands 2013. 2014. [ONLINE] Available at: http://www.interbrand.com/de/best-global-brands/2013/Best-Global-Brands-2013.aspx. [Accessed January 8, 2014].Video:The Play Belt - The Fun Theory. - YouTube. 2014. [ONLINE] Available at: http://www.youtube.com/watch?v=0AbQSE4ZKvk. [Accessed January 7 2014].