3 A brand architecture can be described by using four brand levels. Use Audi as an example to illustrate each of these levels. TechnikThe German car brand Audi is part of the Volkswagen Group, just like Volkswagen, Skoda, and Seat. The Audi brand is looking to its future with confidence. On its corporate website, Audi outlines its strategy.

Strategy 2020 – the vision of Audi The company desires to be the largest premium car brand in the world. Its strategic vision is summarized as ‘Unleash the beauty of sustainable mobility’.In its Strategy 2020, the Audi Group emphasizes that it is ready for the challenges of the future. Audi represents values such as sportsmanship, progress, and ‘style’. Audi makes technologically advanced cars, but the brand also strives for customer delight in other ways. The brand’s recipe for success consists of four key components:

n Focus on research & development. Audi’s ambition to deliver high-quality innovative cars is expressed in its German slogan ‘Vorsprung durch Technik’. The brand continues to pioneer with, for example, the use of intelligent combinations of materials, such as aluminum or carbon-fiber reinforced polymers.

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‘We create experience’. To continuously please its customers, the brand aims to create positive experiences that consumers associate with the Audi brand.

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‘We live responsibility’. Corporate social responsibility is central to Audi. For example, Audi has already combined its activities in electric mobility in the Audi Q8 e-tron.