Positioning and Building Brand Personality with Luxury Car Manufacturer-Audi

Abstract

The paper briefly explains the role of brands in modern society, by focusing on how they are recognised and given meaning by the consumers. Furthermore, study  represents the key concept of the Marketing, brand identity, and provides the information with its topic statement. Audi have created and communicated a brand identity in world market. Having introduced the key concepts, the study continues with the relevant communication theory of Audi Brand. Through explanation, analysis and discussion of the concepts of branding, bring clarity to the subjects and show how these ideas are conceptualised by Audi in market. The chapter starts with a short brand analysis based on various market and consumer reports. Luxury car manufacturers brand positioning strategies are identified that target audience and provides insight to the consumer needs and trends. The salient elements of the brand identity are chosen and eventually communicated via a various brand position statements. Final stage is the conclusion based on the findings and evaluation of the study.