After watching a group's presentation on Audi, I learned that Audi wants its target to know that it is NEW. Out with our parent's cars like Mercedes, Cadillac and BMW and in with Audi's fresh feel.
This branding is successful. Even before I had thought about Audi and how it has advertised, I thought of Audi as a fresh luxury brand for a younger target. I had always thought that Audi was cool and for people who wanted something a bit different and unexpected. Turns out, I was right! And I was only right because the advertising had worked under my radar. Congratulations to Audi on successful branding!
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