University Assignment: Audi Smartphone Brand Extension Report MG412

This report examines the brand extension of Audi into the smartphone market. It begins with an introduction to brand extension strategies and the rationale behind Audi's move. The report analyzes Audi's existing brand values using Kapferer's Brand Identity Prism, assessing brand physique, personality, culture, relationships, and reflection. It then details the new Audi smartphone product, followed by an application of Ansoff's Growth Matrix, including market penetration, product development, market development, and diversification strategies. The target market is identified, and an STP (Segmentation, Targeting, Positioning) analysis is conducted. Key market trends and a PESTLE analysis (Political, Economic, Social, Technological, Legal, Environmental) are presented. A comparative analysis of competitors like Apple and Samsung is included, along with a visual image of the brand extension. The report concludes with a list of references.