Brand Mantra of Audi

Brand Mantra “A brand mantra is an articulation of the “heart and soul” of the brand, a short three-to three -to five-word phrase that captures the irrefutable essence or spirit of the brand positioning.” -

Kevin lane Keller

Brand Mantra can also be called as brand essence or core brand promise. The main purpose of Brand to have a mantra is that it ensures that all the employees of the organization responsible for the brand and all the external marketing partners working with the brand understand what the brand stands for in the minds of the customers so that they can adjust their actions accordingly. The Brand Mantra of an organization has the following advantages:1. Can provide information about what products to introduce under the brand. 2. The type of ad campaigns it can run. 3. Helps to answer questions like where and how the brand should be sold. 4. Helps some minute things like the office room design, the way the employees answer the phone etc to be in sync with the brand mantra. 5. Screen out the brand-inappropriate brand-inappropriate marketing activities. 6. Helps to create a consistent image.

Brand Mantra of Audi  – VorsprungdurchTechn VorsprungdurchTechnik ik Audi-The German automaker has its brand mantra also in German which is “Vorsprung  “Vorsprung  durch Technik” which means “Advancement through Technology”. Since 1899, the brand has continuously reinforced its brad mantra with continuous technological breakthroughs in the automobile industry such as:-

Front – wheel Drive Pulling the car instead of pushing it: more than 80% of present-day cars have adapted this principle.

Rotary Piston Engine/Wankel Engine The advantage of the rotary piston engine is that it needs fewer parts compared to the conventional engine.

Two-stroke Engine Brilliantly simple, it helped above all to bring motorized transport to broad sections of the population from 1920 to 1950 in Germany.

Horch 8-cylinder Abundant torque and supreme refinement. The first german 8-cylinder engine.

Lightweight Automobile and Aerodynamic Design Use of such breakthrough features which boosted the performance of the car are pioneered by Audi. Source:- Official Website of Audi

Designing the Brand Mantra of Audi Audi has from the beginning made the slogan of the organization as its Brand Mantra which is “Vorsprung durch Technik” and lived up to it till now with various technological breakthroughs in the automobile industry. Though the brand mantra of Audi cannot be fit into the conventional structural division of brand mantra , the possible structural components of Brand Mantra of Audi are as follows:-

Emotional Modifier

Descriptive Modifier

Brand Function

Sophisticated

Advanced

Technological Innovation

Thus the brand mantra of Audi clearly differentiates its brand from other similar brands like BMW and Mercedes by using “Innovation” as its point of parity and positioning it as a brand that pioneered technological advancement in automobile industry.

Implementing Brand Mantra of Audi Audi has successfully aligned all its marketing campaigns throughout its existence based on the same theme

of

its

“Advancement like:

brand through

The New Truth Campaign, 2013

in

mantra

i.e

Technology”

Engineering

The campaign was used to bring to life the tagline and started with a 60 second television spot entitled “It Couldn’t be Done” which focussed on innovation and individualism, values that today still inspire the Audi brand. ”The campaign brings to life Audi's stories of bravery, such as pioneering quattro AWD technology over 30 years ago, choosing aluminium over the industry standard of steel in our frame development, leading LED lighting innovation, and being the first to race and win the 24 Hours of Le Mans with a TDI clean diesel engine. It's an homage to the spirit of innovation that has made Audi the award-winning brand it is today” - Loren Angelo, Director of Marketing, Audi of America.

The Audi City Showrooms Audi pioneered innovation in retailing with its revolutionary concept of Audi City Showrooms where the Audi’s models are presented digitally to its customers

rather

than

physical

presentation. This helps the brand to showcase itself in key metropolitan areas where space is a constraint. Audi City is also marketing new mobility services and electrically powered Audi models.

“With record sales in the US and a 10% increase in India, Audi is proving that design strength, technological innovation, imaginative approaches to retail, and rich brand experiences are a winning approach for sustainable, profitable growth in the automotive industry” – Interbrand, 2013. Thus, all the marketing campaigns of Audi are simple and making the brand mantra of Audi “Advancement through Technology” memorable, and also inspiring to its customers, employees and th

all its stake holders making it the Top 55  brand in the brand equity survey by Interbrand for 2012.