BMW vs. AUDI Fair competition: WIPO-US Advanced Summer School on Trademarks Group # 2: Branding Coordinator: Ms. Deli Yang
BMW vs. AUDIFair competition:
WIPO-US Advanced Summer School on Trademarks
Group # 2: BrandingCoordinator: Ms. Deli Yang
History & Philosophy. BMW
BMW (Bavarian Motor Works) 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.
History & Philosophy. AUDIAUDI AG is able 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.
Logo evolution
2.
1.
External positioningSimilarities in BMW and 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)
Internal PositioningProduct Positioning BMW
Mission statement:The mission statement 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
Internal PositioningProduct Positioning AUDI
External positioningTarget 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
External positioningDirect competitors
BMW AUDI
Mercedes BMW
AUDI Mercedes
Porsche Acura
Infinity
External positioningKey differences (according to 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
External positioningConsumer’s perception
BMW AUDI
Powerful Reliable
Innovative Stable
Driving-dynamics Comfort
Secure Secure
Reliable Reliable
External positioningKey differences (Media&Marketing campains)*
*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
External positioningBrands 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
International positioning(Focus on Korea luxury car market)
GenesisHyundai
KiaK9
BMWBMW528i(3.0l)
AUDI AUDI A6
CompareConsumers
Main Target
Reasonable consumer
Reasonable consumer
TECH-ORIENTED
CONSUMERS
SOPHISTACED CONSUMERS
age Middle and old age people
Middle and old age people
25-34 years old 18%
45-54 years old 69%
Young- professional
people
Gender Man Man 38%-42% are women
-
Similarities Function,Size,
target consumer
Differences
Slogan New Thinking,
New possibilities
The power to surprise
Sheer for driving
Lead of technology
price $43,358 $54,166 $57,000 $57,333
Post sale service
ConvenientPost sale service
Convenient Post sale service
Expensive to fix,
Not convenient Post sale service
Expensive to fix
Not convenient Post sale service
Brand Value
Middle upper Middle upper High High
[Korean Luxury Car Market]
Conclusions
Strong high-end focus Pricing diversification Model portfolio diversification Continuing focus on luxury, the
exclusiveness among brand-aware Koreans.
Further positioning through innovative and new channels
Thank you for your attention!
Tineke Van HoeyVivian SilvaJosé Roberto de Almeida Jr.Pandit RommelDwi ElfridaMario PozziMinkuy KimAiden Ung ChoiAnders KarlssonMelanie Jezler Olga FrolovaTetiana Romat
WIPO-US Advanced Summer School on Trademarks
Group # 2: BrandingCoordinator: Ms. Deli Yang