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.