8/13/2019 Brand Mantra of Audi

http://slidepdf.com/reader/full/brand-mantra-of-audi 1/3

Brand Mantra

“A brand mantra is an articulation of the “heart and soul” of the brand, a short three -to five-wordphrase 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 ofBrand to have a mantra is that it ensures that all the employees of the organization responsible forthe brand and all the external marketing partners working with the brand understand what thebrand 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 thephone etc to be in sync with the brand mantra.

5. Screen out the brand-inappropriate marketing activities.6. Helps to create a consistent image.

Brand Mantra of Audi – VorsprungdurchTechnik

Audi-The German automaker has its brand mantra also in German which is “Vorsprung durchTechnik” which means “Advancement through Technology”. Since 1899, the brand has continuouslyreinforced 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 carshave adapted this principle.

Rotary Piston Engine/Wankel Engine

The advantage of the rotary piston engine is that it needs fewer partscompared to the conventional engine.

Two-stroke Engine

Brilliantly simple, it helped above all to bring motorized transport to broadsections of the population from 1920 to 1950 in Germany.

Horch 8-cylinder

Abundant torque and supreme refinement. The first german 8-cylinderengine.

Lightweight Automobile and Aerodynamic Design

Use of such breakthrough features which boosted the performance of thecar are pioneered by Audi.

Source:- Official Website of Audi

8/13/2019 Brand Mantra of Audi

http://slidepdf.com/reader/full/brand-mantra-of-audi 2/3

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 theautomobile industry. Though the brand mantra of Audi cannot be fit into the conventional structuraldivision of brand mantra , the possible structural components of Brand Mantra of Audi are asfollows:-

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 BMWand Mercedes by using “Innovation” as its point of parity and positioning it as a brand thatpioneered technological advancement in automobile industry.

Implementing Brand Mantra of Audi

Audi has successfully aligned all its marketing campaigns throughout its existence based on the sametheme of its brand mantra i.e“Advancement through Technology”like:

The New Truth in EngineeringCampaign, 2013

The campaign was used to bring to lifethe tagline and started with a 60 second television spot entitled “It Couldn’t be Done” whichfocussed 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 technologyover 30 years ago, choosing aluminium over the industry standard of steel in our framedevelopment, leading LED lighting innovation, and being the first to race and win the 24 Hours of LeMans with a TDI clean diesel engine. It's an homage to the spirit of innovation that has made Audithe award-winning brand it is today ” - Loren Angelo, Director of Marketing, Audi of America.

The Audi City Showrooms

Audi pioneered innovation in retailingwith its revolutionary concept of AudiCity Showrooms where the Audi’smodels are presented digitally to itscustomers rather than physical

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

8/13/2019 Brand Mantra of Audi

http://slidepdf.com/reader/full/brand-mantra-of-audi 3/3

“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 winningapproach 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

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