Brand Analysis: Audi

Audis Brand Building Initiatives: Audis overarching goal is to be accepted as a “premium note” (Cravens & Piercy, 2009, p. 30), allowing them to meet or outgo the market share of its key competitors, BMW and Mercedes-Benz. It differentiates itself through cutting-edge styling that has caught the depreciator of celebrities and inspired loyalty in its customers. In 2005 Audi had one of the newest and or so innovative fleets of vehicles among its competitors. Product innovation is a driving poof in building the reproach; Audi prides itself on intelligent designs and “outengineering” its competitors (Cravens & Piercy, 2009, p. 32). In the automotive industry, it is imperative that a car company befool a stronghold in the United States. Audi hopes to build its daub the the US by increasing its visibility through publicizing and dealership upgrades. In my personal opinion, Audi has not done liberal to build its betray. It does not have top of mind good sense among consumers. First-time buyers would be hard-pressed to list any of Audis key attributes, much(prenominal) as product innovation and superior engineering.

The text cites an representative where hitherto a loyal customer was considering switching to a competitors manikin because Audi seemed to have lost its “edge” and had not stayed combative in the area of leasing. Quality and the Revenue Gap Innovation is unuseable if it functions poorly. Audi has been plagued with lines in its electrical systems, and this reputation deters potential customers. When a brand gets a rep utation for poor feature or problem perfor! mance, the climb to the top becomes much more difficult. It will be vital for Audi to not only correct this glitches in entree models, but to work to exceed customer expectations for reliability. As Audis role director Marc Trahan explained, “Audi has to overcompensate” (Cravens & Piercy, 2009, p. 33). Chance Parker of J.D. Power agrees, explaining “Audi still ineluctably to...If you want to get a full essay, order it on our website: BestEssayCheap.com

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