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 trump the market share of its key competitors, BMW and Mercedes-Benz. It differentiates itself through cutting-edge styling that has caught the squash of celebrities and inspired loyalty in its customers. In 2005 Audi had one of the newest and to the highest degree innovative fleets of vehicles among its competitors. Product innovation is a driving lard 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 film a stronghold in the United States. Audi hopes to build its discoloration the the US by increasing its visibility through advertisement and dealership upgrades. In my personal opinion, Audi has not done privileged to build its bulls eye. It does not have top of mind esthesis 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 flush a loyal customer was considering switching to a competitors influence 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 unserviceable if it functions poorly. Audi has been plagued with lines in its electrical systems, and this reputation deters potential customer s. When a brand gets a reputation for poor ! feature or line of work performance, the climb to the top becomes much more difficult. It will be vital for Audi to not only correct this glitches in future models, but to work to exceed customer expectations for reliability. As Audis spirit director Marc Trahan explained, “Audi has to overcompensate” (Cravens & Piercy, 2009, p. 33). Chance Parker of J.D. Power agrees, explaining “Audi still inescapably to...If you want to get a full essay, order it on our website: BestEssayCheap.com

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