Agency: Bartle Bogle Hegarty | Author: Richard Exon |
Members only - how advertising helped Audi join the prestige car club
INTRODUCTION
This paper examines how advertising contributed to the change in status that the Audi brand has undergone since 1995; the year that Audi introduced its new model range. It demonstrates that Audi achieved membership of what is often called the prestige car club, and studies the resultant change in Audi's business and the benefit that this brought to the various stakeholders in the Audi brand. It then uses new learning to understand better how we can evaluate...