BOC Final: Audi TT

"Truth in Engineering"


Audi, founded in 1899, has been around for over 100 years. The brand was developed in Germany. The company was developed by August Horch. The name Audi came from the name Horch. Horch, meaning "hark!" translates to "Audi in German. Eventually Horch left the company in 1909 due to problems with the company. "Audi was forced to produce vehicles for the war effort, and then after the war the recession was also a tremendous problem for the company."  Finally Audi overcame their problems and became as worthful as worth full as Porche and Mercedes.




"Nothing compares or keeps up." Ever wonder what the four rings of Audi's famous brand symbol mean? They have to do with the four companies who brought Audi together. "The Audi emblem with its four rings identifies one of Germany’s oldest-established automobile manufacturers. It symbolizes the amalgamation in 1932 of four previously independent motor-vehicle manufacturers: Audi, DKW, Horch and Wanderer. These companies form the roots of what is today AUDI AG." I've always admired the four rings. I think they look sophisticated and pleasing on the Audi vehicles.



"'Vorsprung dutch Technik' or, 'Progress through Technology' is our company ethos and is the core belief that drives the development of every Audi vehicle." Most consumers admire and are pleased with the Audi brand. “The flagship Audi A8 is a full-size luxury sedan meant to appeal to wealthy consumers looking for maximum luxury and space.” Audi has made a great effort to be viewed as a luxury brand against its competitors: Mercedes, Porche, and Lamergini. Audi uses a lot of product placement in movies, books, and television shows.







Audi has been my favorite car company for many years. My mom drove two different Audis for many years. Frequently riding in the car with her allowed me to become attached to the luxurious brand. Another reason I fell for Audi was because of Reese Witherspoon’s character, Elle Wood’s, adorable Audi TT in the 2001 film “Legally Blonde”.






Ever since the movie I wanted an Audi TT. Finally in 2011 just before I graduated, I nixed my piece-of-junk first car for a silver 2000 Audi TT. It wasn’t quite as cute as Elle’s car, but I was happy. I finally had the car I always dreamed about. As the years went on the car got older and it was finally time for something a little more convenient, so I recently got a different car. However, my Audi has been my favorite car I’ve driven by far. Someday (when I’m rich!) I plan to buy the Audi of my dreams! Either another TT or maybe a shiny Audi sports car.

Week Seven EOC: Discussion Questions

1. Given the discussion on mass customization, the model seems to hold new opportunities for young entrepreneurs considered to establish a new business. Highlight the advantages and challenges of the model from an entrepreneurial perspective.

"Mass customization refers to the concept of allowing each consumer to customize or adapt products' features according to his or her needs within a standardized platform with an acceptable price premium."

 (Hameide 222) Hameide, Kaled K.. Fashion Branding Unraveled. Fairchild Books, 2/2011. <vbk:978-1-60901-792-7#outline(7.2.1.1)>. It is a good concept for entrepreneurs because it is a newer way to add uniqueness and quality to a brand. Upcoming entrepreneurs can can make themselves better than the competition because they can have the customization concept that other brands don't have.

2. Compare the way luxury and mass-market brands adopted the new technologies. What are the opportunities and challenges that each segment may encounter?

Technology created much more exposer for companies; this can be both good and bad. If a company is doing well and has little drama having the internet is a great thing. If a company has a problem everyone will know just by a simple Google search.

Many businesses can use technology to keep track of sales, demographics, statistics, and more. Technology allows businesses to do more at one time. "Mass-market brands may benefit more from new technologies, such as the Internet and virtual communities, than luxury brands probably would, as well as a younger and hipper customer base that is more Internet savvy."

 (Hameide 228) Hameide, Kaled K.. Fashion Branding Unraveled. Fairchild Books, 2/2011. <vbk:978-1-60901-792-7#outline(7.2.3.2.1)>.

3. Based on the chapter arguments and your personal analysis, how would you interpret the term iBrand?

"The iBrand name we created for this chapter is inspired by the trend of terms prefixed with the letter “i' that was initiated by computer guru Apple and adopted by others (Apple's iPod, iPhone, Imagine Publishing's iCreate, and CNN's iReport, among others). With its implication of user empowerment and consumer control, it seemed appropriate and rather inevitable to name this chapter iBrand."

 (Hameide 221)

Hameide, Kaled K.. Fashion Branding Unraveled. Fairchild Books, 2/2011. <vbk:978-1-60901-792-7#outline(7)>.

An iBrand has to do with the items listed above and also refers to the current age of the internet. With new technology consumers have more control than ever in many markets.

Week Seven BOC: Visit to a Retailer

A retailer I visited was TJ Max. Being a discount retailer, the store layout wasn't fancy, but it was organized in a specific way. There was a section for purses, a section for women's, men's, children, and young adults. I was pleased with TJMax's cleanliness and organization for being a discount store. Typically stores like Ross or Marshals feel dirty and unorganized, TJMax does a good job of making their store a pleasant place to shop.



Their customer service was there when needed, but not "in-your-face" like some retailers. I noticed every so often, a voice recording would come on over the speakers with a woman saying "Hey Maxinista..." and would say something to make me feel good about shopping there. In the dressing room there was a sign that said "Get it! You know you want to!" I though that was a good marketing scheme to promote sales.



I was very pleased with my trip to TJMax and I am convinced that it is one of my favorite discount stores to shop in. I came out with some great items and didn't get the typical buyers remorse I tend to feel after a shopping trip.

Week Six EOC: Discussion Questions

1. Compare services to products, and examine the difference and/or similarities in their branding process.

"The obvious difference is that products, for the most part, are a sum of tangible features meant to satisfy a functional purpose and need, whereas a service, though meant to satisfy a need as well, is intangible, emotional, and generally experiential."

 (Hameide 178-179) Hameide, Kaled K.. Fashion Branding Unraveled. Fairchild Books, 2/2011. <vbk:978-1-60901-792-7#outline(6.2)>. An example of a service is a massage, facial, therapy session, or personal trainer. A product is something that is tangible and can be physically used such as groceries, makeup, shampoo, and clothing.

2. Define retail concept, and briefly discuss its role in the positioning strategy of a retail brand.

Can a store position itself based on a retail concept or a business model?

 (Hameide 185) Hameide, Kaled K.. Fashion Branding Unraveled. Fairchild Books, 2/2011. <vbk:978-1-60901-792-7#outline(6.5.2)>. A retail concept is important for a brand so that the company is aware of what they do and how they do it. It gives the brand self worth and a concept to base their market, and strategies on. An example of a retail concept is to sell items at the lowest prices than competition and have great customer service. "The business model and retail philosophy adopted by the brand" Hameide, Kaled K.. Fashion Branding Unraveled. Fairchild Books, 2/2011. <vbk:978-1-60901-792-7#outline(6.5.2)>

3. What are the advantages and disadvantages of franchising as a global growth strategy?

A franchise is risky because a company has to put it its trust in an entirely different owner and business model. It risks a bad reputation for the brand if things go wrong. On the other hand it allows for nation and even international publicity, there could be much more opportunity for the brand to become global and increase sales.

Advantage: "An opportunity to expand the retail brand into new markets with minimal investment while maintaining the brand's image."

 (Hameide 206) Hameide, Kaled K.. Fashion Branding Unraveled. Fairchild Books, 2/2011. <vbk:978-1-60901-792-7#outline(6.11.3.1)>.

Disadvantage: "Lack of control and possible difficulty in monitoring a large chain."

 (Hameide 207) Hameide, Kaled K.. Fashion Branding Unraveled. Fairchild Books, 2/2011. <vbk:978-1-60901-792-7#outline(6.11.3.2)>.

Week Six BOC: Bruce Weber

BRUCE WEBER

Bruce Weber is a celebrity photographer who has worked for an unlimited amount of well known brands. A few examples are Abercrombie and Fitch, Ralph Lauren, and Vogue. Webers work has caused much controversy due to its content. Much of Bruce Webers photography is not necessarily pornographic is what is called "homoerotic." Homoeroticim is Concerning or arousing sexual desire centered on a person of the same sex. However, regardless of the innaproproat and shocking images, it's hard to deny that Weber is a talented photographer.


Bruce Weber first gained attention for his images in the 1980s shooting for Calvin Klein. The public loved his black and white toned images. Weber is most famous for his work with Abercrombie and Fitch. The sexy pictures of attractive young men and women bring much attention to the Abercrombie brand. Weber also produced a file titled “Chop Suey”; the named relating to the film showcasing a mix and variety of all his work. Along with his photography, Bruce Weber also does film work for music videos. Weber has produced videos for Pet Shop Boys and Chris Isaac.


My personal opinion of Bruce Weber is that he is great and talented photographer. In fact, I would be more than happy to model and shoot with him (as long as he let me keep my clothes on). I’ll agree that some of his images make me slightly uncomfortable, but I also find many of his images beautiful and pleasing to look at. I think his style fits the brand that use his images for their advertising.

Week Five EOC: Discussion Questions

1. How do mass-market brands compare to luxury brands in terms of brand value, pricing attitude, and location choices?


Mass market-brands cater to a much larger market than luxury brands do. Not everyone can afford to shop at luxury stores; luxury brands are pricey and more about quality and status symbols. There is a huge percentage of consumers who shop mass-market brands as apposed to purchasing luxury products. "Compared to luxury brands, mass-market brands generally adopt different distribution and pricing strategies." (Hameide 171) Hameide, Kaled K.. Fashion Branding Unraveled. Fairchild Books, 2/2011. <vbk:978-1-60901-792-7#outline(5.5)>. A persons preference of quality vs quantity will also determine how they shop and where.


2. Briefly compare premium brands to luxury brands.

A premium brand is a brand with a higher quality of merchandise but aren't quite as expensive and luxurious as brands like Louis Vuitton, Valentino, or Louboutin. "PREMIUM BRANDS are also referred to as “aspirational” or “new luxe” brands and include brands such as Coach, Victoria's Secret, and most RTW labels introduced by luxury brands "
(Hameide 162) Hameide, Kaled K.. Fashion Branding Unraveled. Fairchild Books, 2/2011. <vbk:978-1-60901-792-7#outline(5.3)>. Premium brands have a larger consumer base; someone in middle or working-class can still occasionally shop in premium brand stores, where they couldn't splurge on a luxury brand.


3. Name a few of the challenges private labels face to compete with manufacturing brands.

Private labels may struggle with having a strong customer base. Mass manufactured products are much more well-known and trusted. Its harder to gain loyal customers to private label brands unless they are much better than the name-brand product.

"Private labels must be able to compete not just on the basis of price but on quality and creativity as well in order to create the right incentive for the consumer. However, these elements do come with their own challenges."

(Hameide 169) Hameide, Kaled K.. Fashion Branding Unraveled. Fairchild Books, 2/2011. <vbk:978-1-60901-792-7#outline(5.4.2)>.

Week Four EOC: Discussion Questions

1. Explain the social element of luxury brands, and explore how this concept relates to some of the challenges facing luxury brands, such as counterfeiting and parallel markets.

A luxury brand is a brand such as Louis Vuitton or Estee' Lauder. Luxury brands concentrate more on quality as apposed to quantity. Luxury brands charge a little more for their products as they are produced with expensive fabrics, and are typically mainly hand made. Luxury brands are purchased more by emotional needs. "Luxury brands have been described as “brands that no one really needs, but everyone desires.” If this is so, then what is it about these brands that make them so attractive and coveted?" (Fashion Branding Unraveled Pg 111 Chpt 4)


2. What is the meaning of a lifestyle brand? Why are most luxury brands described as such?

I lifestyle brand is a brand that sells products used for everyday life. For instance, Dove soap, milk, condoms, lotion, fruit, and other items as such. People need certain products as necessity not necessarily just "want"; these would be a lifestyle brand.


3. Explain how luxury brands seem to defy traditional marketing principles.

Luxury brands defy traditional marketing principles because they do not promote a rational need, or accommodate to a wide variety of markets. Luxury brands adhere to particular markets and only a certain part of society can afford luxury brands.