Comprehensive Marketing Report: Audi Brand Analysis, Brand Equity

This report provides a comprehensive analysis of the Audi brand, a German luxury automobile manufacturer. It begins with an overview of the brand, its history, and its position within the Volkswagen group. The core of the report focuses on evaluating Audi's brand equity, brand resonance, and brand asset allocation. It delves into the factors contributing to Audi's brand equity, including customer perception, comfort, speed, and reliability. The report examines the brand resonance model, analyzing brand salience, performance, imagery, judgments, and the customer-brand relationship. Furthermore, it explores the brand asset allocation strategies employed by Audi. The report then evaluates the brand's performance using the BAV and BRANDZ models, comparing and contrasting their insights. The BAV model is used to assess differentiation, relevance, appreciation, and knowledge, while the BRANDZ model focuses on bonding, advantage, performance, relevance, and presence. The report concludes by suggesting the most appropriate model to reflect the quality of the Audi brand and its relationship with its customers, highlighting key aspects of the Audi brand's success.

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Contents
Introduction......................................................................................................................................1
Overview of brand...........................................................................................................................2
Brand equity of Audi.......................................................................................................................2
Brand resonance of Audi................................................................................................................3
Brand asset allocation......................................................................................................................5
Evaluation of the brand models.......................................................................................................5
BAV.............................................................................................................................................5
Brandz model...............................................................................................................................6
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

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Introduction
The Audi is a German automobile manufacturer that design, engineers, market, produces and
distributes the luxury vehicles. This brand is a member of the Volkswagen group and having the
roots at Germany, Bavaria, Ingolstadt. The report talks about the brand analysis of the Audi, it
includes the brand equity, brand resonance model, and the brand asset allocation. The paper also
shows the assessment of the performance of the brand considering the BAV & BRANDZ
models. Based on the overall analysis it shows the most suitable model that reflect the equity of
the Audi.

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Overview of brand
Audi AG is a German company that was funded by the August Horch in the year 1910. The
brand involves the manufacturing and the designing of the luxurious automobiles and the SUVs.
Since the brand came into the existence it is serving the elite and technophiles groups. It has been
focusing on the technology and the innovation. The logo of the brand is ‘4 rings' that indicated
the four autonomous motor-vehicle manufactures that include DKW, Audi, Horch, and
Wanderer.
Brand equity of Audi
The brand quality refers to as the commercial value that derives from customer perception in
regards to the brand name of particular service or product. The brand AUDI has been playing a
significant role in the groups of brands. The brand service is available for the high and the
middle-income people. The cars of the Audi brand are fulfilling the demand of the customers
such as comfort, speed, and reliability which is improving the perception of the customer
towards the brand (Gurhan-Canli, Hayran, and Sarial-Abi, 2016). The vehicles of Audi were able
to achieve the hearts of the people with the help of the combination of the luxury speed and the
affordability. This is the reason that the brand equity of the Audi is increasing because of the
global subsidiary availability. This is making the customer aware of the services provided by the
brand. The brand has formed the repair and the assembly points in major markets across the
world so that they can make the car affordable for customers.

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Brand resonance of Audi
The brand resonance shows the relationship that the customer has with the product. Brand having
the strong resonance will be able to get the benefit from the increased customer loyalty along
with the decreased vulnerability (Huang, Yen, Liu, and Chang, 2014). Audi is filled with the
quality in this model of resonance:-
(Source: Zarantonello, and Schmitt, 2013)
Brand Salience:- Brand sailence talks about the awareness of the brand, Audi has strong
awareness after BMW.
 The brand consists of the High depth/ high breadth.
 The brand is having the high digital recognition that is 9 million facebook like.
 The brand contains the strong heritage.
 Approximately 93% of the consumers recognize the brand, and 74.32% consumers recall
the brand.

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Brand performance:- The Audi is continuously bringing the change in the performance. Audi is
continuously bringing improvement in the performance of the products they are delivering
(Tolba, and Hassan, 2009). The brand reduced the emission to break their own records with 24th
Du Mands winner Audi R8. The brand introduced Quttro which is 4WD (four-wheel-drive-
system). this technology was built by the brand to enhance the performance of the race car. Audi
always comes up with new innovation and technology such as Audi TT Offroad concept, Audi
TFSI engine technology.
Brand imagery:- Brand imagery is the aesthetic appearance of the brand's core messaging.
Sports and innovation is the brand imagery of audio. The brand products show that the brand is
for the modern customer who is looking for the sporty automobiles (Varol, 2016). Audi is the
successful brand in the eyes of the customers. it is the preference of the people who are looking
for different and sporty cars (Magnusson, Krishnan, Westjohn, and Zdravkovic, 2014).
Brand judgments:- The judgment talks about the preference of the customer's opinion and
evaluation (Andehn, M., Andehn, L’Espoir Decosta, and L’Espoir Decosta, 2016). The customer
believes that the brand is continuously improving the quality and it is able to regain the
credibility after the 80s reputation. Design of the cars of the audio is becoming a strength of the
brand as per customers.
 The customers of the brand feel smarter and they will be able to challenge the old
conventions and the habits.
 The respondents of the Audi Brand are emotional associations that consist of the prestige,
power, beauty, safety and the happiness.

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Brand resonance:- The nature of the relationship that makes the customer feel that they are
connected with the brand. Audi customers are engaged through social networks. The brand
loyalty is relatively low due to the high competition but it is improving in last few years
(Zarantonello, and Schmitt, 2013).
Brand asset allocation
The brand assets allocation is the allocation fo the funds by the brand to get the maximum
benefit in low risk. The company believes in investing the amount in the development of the
technology and the innovation to get the best result that can be used by the brand to create the
distinct value of the brand product (Raftery, 2014). The Audi brand investment is supporting the
brand with the values of the Olympic games continues to pay off. The shared symbol of the Audi
brand that is interconnecting rings, these rings provide a powerful vision link that strengthens the
brand connection with the customers. The success of the brand models leads to the differentiated
market propositions for Audi. The brand reflects a high level of association and the awareness of
the visual properties.
Evaluation of the brand models
The below model talks about the evaluation of brand equity which reflects the performance of
the brand and the relation of the brand with their customers (Salamovska, and Todorovska,
2016).

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BAV
BAV model is used by the companies to measure the brand equity of thousands of brand across
the world (Tavassoli, Sorescu, and Chandy, 2014). It consists of the four categories that are used
by to evaluate the brand equity of AUDI.
 Differentiation- The customer believes that the products provided by the brand are unique
and distinct from the other brands because the brand comes with a unique design with the
innovation.
 Relevance- Consumers from high and middle-income group find it suitable for them, the
reason being the brand is able to fulfill the demand of the comfort and speed.
 Appreciation- Every unique and distinct product launched by the Audi is getting the
appreciation because every time the brand is coming up with updated technology and
design along with the improved quality.
 Knowledge- The brand awareness of the Audi is increasing day by day, the customers
are familiar with a brand. Though, the knowledge about the brand core meaning is
lacking somewhere.
Brandz model
The brandz model is developed by the Milward Brown and WPP, which is the pyramid shape.
The model shows the brand building of the company, it is also used to measure the performance
of the company in terms of the brand (Ho-Dac, Carson, and Moore, 2013). It consists of the five
parameters such as bonding, advantage, performance, relevance, and presence.

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 Bonding- The uniqueness of the products and service provided by the Audi cannot be
beaten by anyone else.
 Advantage- The Brand is providing luxury cars having different design and innovation in
the products. The after sales service of the company is better from the other companies.
 Performance- It delivers the performance in terms of meeting the desired expectations of
the customer from the brand.
 Relevance- It offers recognition to the customer in the society or in the market along with
this it adds value to the status of the customers.
 Presence- The presence of the Audi brand is available globally, the products of the brand
had played a vital role in enhancing the brand presence in the market.
The above model is two different model which is used by the company for the evaluation of the
brand equity of the company. This model speaks about the true picture of the company.

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Conclusion
The report throws light on the brand quality of the Audi automobiles. The analysis of brand
resonance model, BAV model, and the BRANDZ model is discussed which shows the brand
relationship with the customers. A different model is used for the different purpose which is
discussed in the report. Considering three model, according to me the brand resonance model is
the most appropriate model that reflects the quality of the Audi brand. This model not only
shows the relationship of the brand with the customers but it also shows the brand equity of the
Audi. This model shows the six building blocks of the brand that talks about the brand equity of
the company with the help of which company can easily evaluate the brand equity in one go.

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References
Andehn, M., Andehn, M., L’Espoir Decosta, P. and L’Espoir Decosta, P., 2016. The variable
nature of country-to-brand association and its impact on the strength of the country-of-origin
effect. International Marketing Review, 33(6), pp.851-866.
Gurhan-Canli, Z., Hayran, C. and Sarial-Abi, G., 2016. Customer-based brand equity in a
technologically fast-paced, connected, and constrained environment. AMS review, 6(1-2), pp.23-
32.
Ho-Dac, N.N., Carson, S.J. and Moore, W.L., 2013. The effects of positive and negative online
customer reviews: do brand strength and category maturity matter?. Journal of Marketing, 77(6),
pp.37-53.
Huang, C.C., Yen, S.W., Liu, C.Y. and Chang, T.P., 2014. The relationship among brand equity,
customer satisfaction, and brand resonance to repurchase intention of cultural and creative
industries in Taiwan. International Journal of Organizational Innovation (Online), 6(3), p.106.
Magnusson, P., Krishnan, V., Westjohn, S.A. and Zdravkovic, S., 2014. The spillover effects of
prototype brand transgressions on country image and related brands. Journal of International
Marketing, 22(1), pp.21-38.
Raftery, A.M., 2014. The size, cost, asset allocation and audit attributes of Australian self-
managed superannnuation funds (Doctoral dissertation).
Salamovska, S.M. and Todorovska, M., 2016. Brand Valuation and Marketing Assets
Assessment–Theoretical Background vs. Contemporary Managerial Issues. strategic
management, 21(4), pp.37-44.

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Tavassoli, N.T., Sorescu, A. and Chandy, R., 2014, December. Employee-based brand equity:
Why firms with strong brands pay their executives less. American Marketing Association.
Tolba, A.H. and Hassan, S.S., 2009. Linking customer-based brand equity with brand market
performance: a managerial approach. Journal of Product & Brand Management, 18(5), pp.356-
366.
Varol, S., 2016. Analyzing brand loyalty in automotive sector using the hidden Markov model
and support vector machine. Lamar University-Beaumont.
Zarantonello, L. and Schmitt, B.H., 2013. The impact of event marketing on brand equity: The
mediating roles of brand experience and brand attitude. International Journal of Advertising,
32(2), pp.255-280.
Zarantonello, L. and Schmitt, B.H., 2013. The impact of event marketing on brand equity: The
mediating roles of brand experience and brand attitude. International Journal of Advertising,
32(2), pp.255-280.