Brand Comparison Audi, Volkswagen, Volvo

Essay from the year 2010 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,7, University of Bedfordshire, language: English, abstract: The American Marketing Association defined in the 1960s a brand as “a name, term, signsymbol, or design, or a combination of them which is ...

Essay from the year 2010 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7, University of Bedfordshire, language: English, abstract: The American Marketing Association defined in the 1960s a brand as “a name, term, signsymbol, or design, or a combination of them which is intended to identify the goods or servicesof 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 followingreport. This particular industry sector is interesting because of the limitation in buildingcars differently what makes the brand image even more important (Kapferer 2008). Thebrand position, image and effectiveness of Volkswagen, Audi and Volvo will be criticallyevaluated to conclude with recommendations. These brands are an appropriate choice becausethey are differentially positioned and the companies use furthermore different strategiesto sell their products. After all, a conclusion will give recommendations and future directions.