Audi: The Schweizer family likes the four rings
IMAGEVALUE This year, Audi once again achieves top scores in the BAV brand ranking. It is particularly pleasing that the brand is at the top of all automotive brands in Switzerland.
The Brand Asset Valuator (BAV) is the most comprehensive brand study in Switzerland, in which 8,000 Swiss people are surveyed about more than 800 brands. The BAV has been surveyed since 1995, and since 2022 every year. In addition to a number of image attributes, the survey primarily measures brand strength and, since recently, brand love.
With its ranking as the "most loved brand" in the automotive sector, the four rings are clearly continuing the positive trend of the last few years and are once again able to increase the gap to other brands.
Unforgettable brand experience
Katharina Momani, Head of Marketing Audi Switzerland: "We convey an attitude to life and address our clientele on an emotional, meaningful level. The goal is to create a strong brand identity. "
In addition to classic advertising and concept studies, Audi focuses on unforgettable brand experiences. For example, through product proximity with the popular Audi Driving Experiences on the race track or on ice. In this way, the brand creates interest with a targeted customer approach and perfect marketing communication. The coordinated use of TV, print, digital and social media enables the emotionalization of Swiss customers.
Coordinated interaction
Katharina Momani: "The top scores show what can be achieved with a world-class team. A perfectly coordinated interplay between the strategies of Audi AG, our local full-service communications agency Wunderman Thompson and Audi Switzerland is important to achieve this overall ranking at World Cup level."
Interested parties can learn more about Audi's brand strategy and its implementation at the Brand Congress on June 14, 2023.
