The American Marketing Association defined in the 1960s a brand as “a name, term, sign,
symbol, or design, or a combination of them which is intended to identify the goods or services
of one seller or a group of sellers and to differentiate them from those of competitors”.
Three brands of the automobile sector have been chosen which will be analyzed in the following
report. This particular industry sector is interesting because of the limitation in building
cars differently what makes the brand image even more important (Kapferer 2008). The
brand position, image and effectiveness of Volkswagen, Audi and Volvo will be critically
evaluated to conclude with recommendations. These brands are an appropriate choice because
they are differentially positioned and the companies use furthermore different strategies
to sell their products. After all, a conclusion will give recommendations and future directions.
Table of Contents
1. Introduction
2. Findings and Recommendations
2.1. Brand Identity Overview
2.2. Theories
2.2.1. Iceberg Model
2.2.2. Positioning Diagram
2.2.3. Brand Feeling Dimensions
2.2.4. The Big Five
2.2.5. Brand Message Strategy within Advertisement
3. Conclusion
4. Literature
Research Objectives and Themes
The report aims to critically evaluate and compare the brand positioning, image, and marketing effectiveness of three major automobile manufacturers: Volkswagen, Audi, and Volvo, to provide strategic recommendations.
- Analysis of brand identity and market positioning strategies.
- Application of theoretical brand models (Iceberg Model, The Big Five).
- Evaluation of advertising message strategies across different target demographics.
- Assessment of digital brand presence via corporate websites.
- Investigation of brand-customer relationship development.
Excerpt from the Book
2.2.1. Iceberg model
According to Davidson (2003) branding goes well beyond names and symbols. Davidson describes this phenomenon as “brand iceberg” which is pictured in figure 2. There you can see that just a small among of key factors are above the water line and visible for all the customers. These competencies are for example price, symbol and of cause the brand name. Below the water line there are only competencies, which are visible just for customers, which are high involved in the brands or stakeholders, which are highly interested in the brand behaviour. These competencies, which are below the water line, are for example high quality, strong R&D or effective selling. (pictured in figure 2)
This approach includes tactical issues and is essential for a long-term-success for each brand stated by Mc Faul (nd). Regarding to de Chernatony L. and McDonald (1988), this approach has tactical reasons and is part of the brand managing.
Chapter Summaries
1. Introduction: This chapter defines the concept of a brand and outlines the rationale for selecting Volkswagen, Audi, and Volvo for this comparative analysis.
2. Findings and Recommendations: This section provides a detailed overview of brand identities, applies various theoretical frameworks to the three car brands, and evaluates their advertising strategies and web presence.
3. Conclusion: The concluding chapter summarizes the key findings regarding the effective positioning of the analyzed brands and reflects on their strategies for maintaining market niches.
4. Literature: This chapter lists all books, online resources, journals, and case studies referenced throughout the report.
Keywords
Brand Management, Automotive Industry, Volkswagen, Audi, Volvo, Brand Identity, Positioning, Iceberg Model, The Big Five, Brand Personality, Marketing Strategy, Customer Relationship, Advertising, Digital Presence, Brand Equity.
Frequently Asked Questions
What is the core focus of this report?
This report focuses on a comparative analysis of the brand positioning and marketing effectiveness of the automotive manufacturers Volkswagen, Audi, and Volvo.
What are the central themes of the analysis?
The central themes include brand identity, the application of branding theories, message strategies in advertisements, and the analysis of corporate websites.
What is the primary objective of this study?
The primary objective is to evaluate how these three brands use different strategies to distinguish themselves and occupy specific market niches.
Which scientific or theoretical methods are applied?
The report utilizes established branding frameworks such as the "Iceberg Model," "Positioning Diagrams," "Brand Feeling Dimensions," and Aaker's "The Big Five" personality scale.
What topics are covered in the main body?
The main body examines the internal and external brand attributes, compares the emotional and functional positioning of the cars, and interprets their advertising campaigns and digital user experiences.
Which keywords characterize this work?
Key terms include brand positioning, brand equity, automotive marketing, market segments, and brand communication strategies.
How does the report interpret the "Iceberg Model" for these brands?
It uses the model to distinguish between visible brand elements (like logo and price) and underlying competencies (like quality, R&D, and service) that drive long-term success.
What specific challenges are identified for Volvo in the report?
The report notes that Volvo struggled when attempting to pivot from a traditional "safety-first" image to a more mainstream, upscale positioning, which negatively impacted its existing customer base.
- Quote paper
- MSc./ Dipl. Jan Heyn (Author), Patrick Blank (Author), Maximilian Hohmann (Author), Stefan Wozniak (Author), 2010, Brand Comparison Audi, Volkswagen, Volvo, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/192568
