Volkswagen brand was founded in 1934. In German, Volks Wagenwerk means a car used by the public, representing the purpose of the public. V and w in the logo are the first letters of each word in the full name. The sign is like three "V" characters made of middle finger and index finger, which indicates the public's confidence in pursuing victory.
1969 Audi merged into Volkswagen group, 1997 Volkswagen decided to introduce Audi A6 into China simultaneously. The high quality of "global synchronization" has become the most attractive selling point of Audi A6. The overall body shape of Audi A6 is curved, which has both traditional aesthetic feeling and modern charm. Coupled with the clever cooperation of bumper, headlights and hood, the whole vehicle is full of luxury, dignity and modernity, with an implicit internal strength. Audi A6 is luxurious and humanized. Audi is not cheap, but because the brand sells well. The competitive performance of brands is to make consumers willing to pay higher prices for the brands they buy, so that brand products can be sold at a premium and get excess profits. This is the charm of the brand. Brand-name goods may have the same texture as ordinary goods, or the difference is not good, but the price is several times that of ordinary goods, which shows that the brand itself is a manifestation of value-added
We believe that a brand is the life of a car. It is not only a means of transportation, but also shows its identity and status. 1, the survey found that consumers generally think that the more developed countries have better car quality, while the less developed regions have relatively poor car quality, which is the impression of the place of origin. It is generally believed that cars made in Germany are of high quality, noble and luxurious, Japanese cars are practical and economical, and the performance index of domestic assembled cars is not as good as that of imported cars. We think Audi should try to make China consumers feel that Audi A6 is of authentic German origin.
2. The survey found that consumers generally believe that the logo is an important part of the automobile brand, and the brand significance of the automobile is embodied in the visual symbol of the logo, which carries the brand's trademark, name, connotation and value. Before China joined the WTO, except Audi, the cars produced by joint ventures all bear Chinese trademarks and foreign trademark, such as FAW Jetta, Shanghai Buick, Guangzhou Honda ... and Audi, as the first luxury car introduced to China, should (dilute the real estate logo). So we decided that Audi was the first to drive a joint-venture limousine without Chinese, Pinyin and factory name, because it was to make people subconsciously think that all the Audi cars he saw, even those made in China, had reached the global unified standards in technology and quality. If you add the name of the factory, it is obviously telling consumers that this is an Audi made in China, which is different from that made in Germany. -This will lay the foundation for Audi's brand image and marketing in the next step.
After our planning, many joint venture brands followed Audi's example and quietly removed the Chinese trademark originally hung on the car body. Nissan "New Bluebird", Toyota "VIOS" and Buick "Regal".
3. We also found that the biggest market for China people to buy high-end cars is business, while business people in China show off their leadership. Through the above research, we position the Audi brand as: distinguished, luxurious and official. According to this positioning, we launched a series of theme propaganda of "Quality comes from Audi". Audi chose ivory, watches, diamonds, porcelain, musical instruments and other elements to set off. Carving ivory and embroidery show the exquisite craftsmanship of Audi cars, diamonds and the Great Wall show the durability of Audi cars, and porcelain, musical instruments, mobile phones and watches set off the exquisite design of Audi cars.
In the propaganda with the theme "Passion comes from Audi" (emotional appeal), it is shown as flying kites, flying calligraphy and flying Audi cars. "Passion makes you who you really are", "Passion gives you inner freedom" and "Passion makes you perfect along your own path".
In the propaganda with safety as the theme (rational appeal), the theme of communication is "Only by ensuring safety will there be outstanding performance". The safety concept of Audi A6 is active safety protection, and its technical support is equipped with ABS (Anti-lock Brake Device), EBV (Brake Force Distribution), EDS (Electronic Differential System) and ASR (Driving Acceleration Slip Adjustment). In creative expression, the plastic runway in the snow is used to metaphor the safety of driving Audi A6.
Quality appeal (the perfect combination of rationality and perceptual appeal). An important aspect of the noble quality of Audi A6 is its fine workmanship, which makes people feel nostalgic. The whole model is seamless. Then the support is zero gap technology, that is to say, the tightness between steel plates is very high, not exceeding 0. 1 cm. This makes Audi behave more calmly in the door closing sound, not bang but bang. Public relations activities are an important means to establish a good image of enterprises. If multinational companies want to better adapt to the development of China, they should promote their products to be transformed into the market more quickly. It depends not only on factors such as price, quality and service, but also on how enterprises establish a good social image and narrow the distance between brands and local consumers.
The public relations activities we designed have a wide coverage and great strength. Different public relations activities show Audi's dignity, luxury, dynamism, modernity and humanity.
1. Make Boao famous: During the annual meeting of Boao Forum for Asia, Audi A6 became the only designated VIP car of Boao Forum for Asia. Through the window of Boao Forum for Asia, Audi showed the latest achievements of China automobile industry to Asia and the world. The VIP motorcade composed of Audi cars with "Audi VIPService" printed on the co-pilot door carries dignitaries and industrial and commercial tycoons from all over the world. Audi's noble and luxurious brand image has become a beautiful flowing landscape, which is deeply imprinted in the minds of people who have entered the WTO.
2. Target customers: It is not enough for a brand to have a high reputation. If you are not good at communicating with consumers, it will make consumers feel a little domineering and arrogant. Audi A6 has increased the activities of building brand affinity. And regularly invite Audi A6 owners to return to their "mother's home"-FAW-Volkswagen. Let users visit the production line of Audi A6 to enhance the intuitive feeling.
Subsequently, we organized an "Audi A6 Owners Delegation" to fly to Germany to visit Audi's headquarters in Ingolstadt and Audi Museum, showing the historical process of Audi's growth, development and expansion in the past 100 years, as well as the noble and luxurious pedigree of Audi cars. The Audi Museum near Audi headquarters was built in 200 1, covering an area of 77,000 square meters and costing 65.438+0.7 billion marks. It integrates sales, exhibitions and sightseeing, and aims to make tourists feel the value of Audi brand.
When Audi owners visit Audi's production line as VIPs, the unique experience will narrow the distance between the owners and Audi, deepen their feelings for the car and be more convinced of Audi's quality. An Audi owner can't help feeling: I really can't see the difference between the German Audi production workshop and the China Audi Changchun production workshop. It really deserves to be "one planet, one Audi, one quality". This experience has brought great satisfaction to the host's psychology. When these car owners returned to China after this magical and glorious journey, they became the most effective word-of-mouth disseminators of Audi. They are loyal to the Audi brand, their feelings are seen in the newspapers, and their experiences are circulated through the riders' club. Audi's affinity is deeply rooted in people's hearts. Brand image and brand value have also been improved.
Audi's unique product design and brand image planning have brought the company a unique customer base: they are honest, sincere, smart, intelligent, confident and creative, as enthusiastic and rational as Audi cars, and they are never grandiose and luxurious, and they constantly create an enterprising and innovative personal image. The brand connotation of Audi A6 is dignity, luxury, taste and passion.