Branding in the Automotive Industry: a Comparative Study Between Bmw and Audi

3083 WordsMar 23, 201313 Pages
------------------------------------------------- M25BSS RESEARCH METHODS ------------------------------------------------- RESEARCH PROPOSAL ------------------------------------------------- ------------------------------------------------- 1. Title ------------------------------------------------- ------------------------------------------------- Branding in the Automotive Industry: A Comparative Study Between BMW and Audi ------------------------------------------------- ------------------------------------------------- 2. Background ------------------------------------------------- ------------------------------------------------- BMW and Audi are two of the most recognized brands in the automotive industry…show more content…
------------------------------------------------- In the 21st century, it seems that no area of society is immune to branding. In this context anything can be branded: universities, political parties, countries, towns, hospitals and even persons. A good branding means more than just applying a name or a logo: it must seek to reflect the values of the subject and match behaviour with values. In doing so it must connect with something deeper in the audience. It must be authentic. Authenticity means that the brand is made to consistently execute its values. Branding is the long haul; it is what makes businesses sustainable. It marks the future of the product and service and is the mirror of its success or failure (Davis, Baldwin 2005). ------------------------------------------------- ------------------------------------------------- How Brands are made ------------------------------------------------- ------------------------------------------------- Brands don’t just arrive out of nowhere. They are the product of a company “vision”. Any successful brand needs to be part of a clearly defined set of objectives: specific, measurable, achievable, realistic, timed. Objectives like this allow everyone to stay focused on what is required, and develop a strategy that will help it be achieved. The brand will form part of this strategy somewhere along the line either as it is, or

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