Bmw & Audi

Bmw & Audi

• 1.
  Fair competition: WIPO-US Advanced Summer School on Trademarks Group # 2: Branding Coordinator: Ms. Deli Yang
• 3.
  BMW (Bavarian MotorWorks) was founded in 1917 by Franz Josef Popp. After the end of World War I in 1918, BMW was the aircraft engine producer. The BMW Group is now one of the ten largest car manufacturers in the world with its BMW, MINI and Rolls-Royce brands. The BMW Group is the only manufacturer of automobiles and motorcycles worldwide that concentrates entirely on premium standards and outstanding quality for all its brands and across all relevant segments.
• 4.
  AUDI AG isable to look back on an exciting and varied past – It all began with August Horch, one of Germany's pioneering personalities automobile engineers. He set up business on his own in 1899, establishing Horch & Cie. Motorwagen Werke in Cologne on November 14 of that year. Horch moved to Saxony in 1902, first to Reichenbach then in 1904 to Zwickau, where the company was transformed into a joint-stock corporation. Following differences of opinion with the Board of Management and Supervisory Board, August Horch left the company in 1909 and immediately established a second car company in Zwickau. Because his surname was already in use and was protected by trademark, he chose its Latin translation for the new company. So "horch!" – or "hark" – became "audi!". Audi Automobilwerke GmbH itself became a joint-stock company in December 1914. The Audi brand established a tradition of sporting achievement from the very outset. Thanks to his victorious involvement in the Austrian Alpine Runs between 1911 and 1914, August Horch succeeded in making Audi internationally known within just a few years. After the First World War August Horch withdrew from the company and moved to Berlin to work as an independent automotive expert.
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  Similarities in BMWand AUDI business strategies  Premium segment brands  Well known trademarks  Pricing diversity  Top-rated companies  Target consumers – high-level social status  Big, structured businesses  No licensing or franchising options  Innovative  Universality (contemporary/classic, city/highway, bachelors/families)
• 7.
  Mission statement: The missionstatement up to the year 2020 is clearly defined: the BMW Group is the world's leading provider of premium products and premium services for individual mobility BMW Commercial
• 9.
  Target consumers BMW AUDI 25-40, Young adults, city-dwellers Adults, mostly city-dwellers Bachelors, families with 1 or 2 children Bachelors, families with 1 or 2 children CEOs, new generation of self-made people Executives, professionals Comfort lovers, innovation savvy Sophisticated, design & style addicts, tech savvy Self-driving consumers Self-driving consumers / with drivers
• 10.
  Direct competitors BMW AUDI Mercedes BMW AUDI Mercedes Porsche Acura Infinity
• 11.
  Key differences (accordingto the self-brand positioning) BMW AUDI Fuel efficient Comfort Better engines Sophistication Driving-dynamics Better accident-prevention system Youth-oriented design Conservative and professional Model and pricing diversity
• 12.
  Consumer’s perception BMW AUDI Powerful Reliable Innovative Stable Driving-dynamics Comfort Secure Secure Reliable Reliable
• 13.
  Key differences (Media&Marketingcampains)* *http://adage.com/article/media/advertising-bmw-audi-media-plan/145990/ BMW AUDI Sponsoring events (Olympic Games - 2012) Product Placement (Iron Man-2, Knight &Day) Online and mobile medias Broadcast, online and mobile video programs Magazines Video placements on major sports events (SuperBowl) Online& Social ads Comparative advertising Creative concern Buzz-advertising
• 14.
  Brands mantras BMW AUDI "Cheer driving pleasure Advantage through Technology Joy of driving Truth in Engineering The Ultimate Driving Machine Truth in Motion Cultural insight Green Police
• 15.
  (Focus on Korealuxury car market)
• 16.
  [Korean Luxury CarMarket] Genesis Kia BMW AUDI Hyundai K9 BMW528i(3.0l) AUDI A6 Compare Main Reasonable Reasonable TECH-ORIENTED SOPHISTACED Consume Target consumer consumer CONSUMERS CONSUMERS rs age Middle and old Middle and old age 25-34 years old 18% Young- professional age people people 45-54 years old 69% people Gender Man Man 38%-42% are - women Similarities Function, Size, target consumer Differe Slogan New Thinking, The power to Sheer for driving Lead of technology nces New possibilities surprise price $43,358 $54,166 $57,000 $57,333 Post sale Convenient Convenient Expensive to fix, Expensive to fix service Post sale service Post sale service Not convenient Not convenient Post sale service Post sale service Brand Middle upper Middle upper High High Value
• 17.
   Strong high-endfocus  Pricing diversification  Model portfolio diversification  Continuing focus on luxury, the exclusiveness among brand-aware Koreans.  Further positioning through innovative and new channels
• 18.
  Tineke Van Hoey VivianSilva José Roberto de Almeida Jr. Pandit Rommel Dwi Elfrida Mario Pozzi Minkuy Kim Aiden Ung Choi Anders Karlsson Melanie Jezler Olga Frolova Tetiana Romat WIPO-US Advanced Summer School on Trademarks Group # 2: Branding Coordinator: Ms. Deli Yang