Brand management of Audi

Topics: Mercedes-Benz, Brand, Luxury vehicle Pages: 9 (2413 words) Published: November 22, 2013



Audi AG designs, engineers, manufactures and distributes automobiles. Audi oversees worldwide operations from its headquarters in Ingolstadt, Bavaria, Germany. Audi-branded vehicles are produced in nine production facilities worldwide. Audi has been a majority owned (99.55%) subsidiary of Volkswagen Group since 1966, following a phased purchase of AUDI AG's predecessor, Auto Union, from Daimler-Benz. Volkswagen relaunched the Audi brand with the 1965 introduction of the Audi F103series. The company name is based on the surname of the founder, August Horch. "Horch", meaning "listen", becomes "Audi" when translated into Latin. The four rings of the Audi logo each represent one of four car companies that banded together to create Audi's predecessor company, Auto Union. Audi's slogan is Vorsprung durch Technik, meaning "Advancement through Technology". Recently in the United States, Audi has updated the slogan to "Truth in Engineering". Audi is part of the "German Big 3" luxury automakers, along with BMW and Mercedes-Benz, which are the three best-selling luxury automakers in the world.

Audi India
Audi has been selling Luxury cars in India since 2004, however the Audi India was established in March 2007 as a division of Volkswagen Group Sales India.[1] Audi is represented in 110 countries worldwide and since 2004; Audi has been selling its products on the Indian market. In March 2007, Audi set up its own sales company for India. By establishing Audi India as a Division of Volkswagen Group Sales India Pvt. Ltd. in Mumbai, Audi is making a clear long-term statement in the country with ambitious growths plans. Audi’s goal is to become the leading automobile luxury brand in the Indian market in the next few years. The Audi India strategy encompasses significant investments in branding, marketing, exclusive dealerships and after sales service for the upcoming years. Audi is now the leading luxury car company in India. It has now inched past both its arch rivals BMW and Mercedes Benz. The reason for that are the introduction of new models and constant marketing innovations whereas maintaining the customer experiences the top most priority. Brand Anatomy

Brand Identity
Audi with time has focused on certain key aspects while positioning its brand. It’s an inspirational brand for most of the consumer base. Keeping this in mind and to keep its positioning different from its competition from BMW and Mercedes Benz, it has highlighted the following factors. The brand identity prism of Audi gives a view of that.

Brand Identity Prism
Physique: Audi flaunts a very stylish and sporty look. It looks very modern and a luxurious vehicle. The different models from the company are all designined keeping these parameters in mind. Relationship: Audi has always put special emphasis on the ultimate driving experience and the fact that their vehicles are fun to drive. Reflection: The products from Audi reflect features like refined, fascinating and visionary. It projects itself as the car of the successful and confident. Personality: All the vehicles from Audi are very sporty, aggressive in nature and represent charming sophistication. It also emerges as a progressive brand. Culture: The brand clearly projects the German cutting edge technologies as their core and is also an inspirational brand for lot of people. Self Image: User of these cars is someone who is dynamic, young and has an attractive personality. The communication of the brand reemphasises this image of audience. Brand Essence

The brand also compares itself to its competitors and calls itself a very healthy mix of most of them. The essence of the brand is its premium nature. Factors like being sporty, luxurious and comfortable then forms the character of the brand.

The character of the brand is projected as that of a sporty, luxurious and a comfortable car. The communication is based on the same and strengthens...

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