Lamborghini Branding

Integrated Marketing Communication

Submitted By:Eshant (PGCM4/1410)

Universal Business School, Karjat, Maharashtra

About The Company• Lamborghini is an Italian brand and manufacturer of luxury sports

cars which is owned by the Volkswagen Group through its subsidiary brand division Audi.

• Lamborghini's production facility and headquarters are located in Sant'Agata Bolognese

• Ferruccio Lamborghini founded the company in 1963

• Revenue was €469 million in 2012

Cars Manufactured

BRANDING

Brand Identity

BRAND ESSENCE

BRAND PERSONALITY

EMOTIONAL BENEFITS

QUINTESSENTIALLY ITALIANLA DOLCE VITA – THE SWEET LIFE

LOUD & AGGRESSIVEWANTS TO MAKE A STATEMENT

EXCLUSIVITYPASSION

FUNCTIONAL BENEFITS

FEATURES & ATTRIBUTES

CORE CONCEPT

IMPOSING PRESENCEUNIQUE DESIGN

HIGH PERFORMANCEQUALITY MATERIAL

THE ESSENCE OF SPEED

Brand Positioning

“LAMBORGHINI creates cars that are unparalleled in terms of PERFORMANCE and EXTREME DESIGN with a touch of PROVOCATION for the CUSTOMER who wishes to stand out wherever he goes”

-The Positioning Statement

Always DifferentAlways Lamborghini

-The Lamborghini Motto

Brand Positioning

Prestige

Premium

Economy

Brand Rejunvation

Year Sales1980 353

1990 673

2000 166

• Bankrupt in the tractor business

• Faced financial crisis

ACQUIRED

Campaign named “THE TRUTH HURTS”

Campaign Results

Year Sales (Units)1980 353

1990 673

2000 166

2005 1305

Brand Equity

• Always remained the bad boy among the super car business

• No compromise on speed (350km/hr)

• No compromise on engine capacity i.e. V12

• Sound that the car generates is very aggressive which you can hear from a long distance

Brand Loyalty

• Lamborghini has 5 years warranty on parts

• Personalised customer care

• Sense of belonging to an exclusive club of owners

• Mobile App for communication

Brand Association

Speed

Sound

Carbon Fibre

Scissor Doors

Acer Lamborghini VX7$ 2,269

Acer Lamborghini ZX1$ 1,500

Brand Extension

Lamborghini has extended its brand name to a variety seemingly unrelated products some of which are accessories that complement the vehicles and the lifestyle associated with them.

Brand Architecture

Individual Product Branding

Parent Company Subsidiary Company

CULTUREItalianLuxuryHeritage

SELF IMAGEHigh ClassSelf DrivenFlamboyant

PERSONALITYDynamicEdgyAmbitious

PHYSIQUERaging BullElectric ColoursIconic Design

RELATIONSHIPExclusivityBondingPersonal

REFLECTIONAggressiveDramaticProvocative

BRAND PRISM

References• Official Lamborghini Website Lamborghini History

www.Lamborghini.com

• Lamborghini Historyhttp://en.wikipedia.org/wiki/Lamborghini

• Lamborghini Campaignhttp://adsoftheworld.com/media/print/

lamborghiniaventador_the_truth_hurts_gunshot

• The Truth Hurtshttp://www.topspeed.com/cars/car-news/the-truth-hurts-ad-

campaign-sparks-the- lamborghini -aventador-ar120535/pictures.html

• Lamborghini Accessorieshttp://www.lamborghinistore.com/us_en/accessories.html

• Tonino Lamborghinihttp://www.lamborghini.it/in_en/

Thank

You