Branding Case Study: Audi

In 1899 August Horch established A. Horch & Cie in Cologne, Germany and the company released its first car in 1901. Within less than five years the company’s success necessitated an issuance of shares to finance its expansion. Following a dispute with the supervisory board Horch left the company to start a second car company. However, he lost a legal dispute over his ability to use “Horch” in the new company’s name so as an alternative renamed the company “Audi”, the Latin translation of his name which means “hark” or “listen”.

Source: Audi of America Website

Logo

Audi’s “The Four Rings” logo was created following the merger of Audi, DKW, Horch, and Wanderer into a new company Auto Union AG. The logo was updated in 2009 by Rayan Abdullah as a part of Audi’s centennial anniversary.

Audi Logo

Audi Logo

Cars

The introduction of the Audi R8 in 2006 marked the company’s entry into the exotic sporty-premium class. (The car shown here is a late model R8.)

Audi R8 Front View

Audi R8 Front View

Audi R8 Side View

Audi R8 Side View

Audi R8 Rear View

Audi R8 Rear View

Brochure

The 2012 Audi brochure.

Audi Brochure

Audi Brochure

Audi Brochure A3 & A4

Audi A3 & A4

Audi Brochure A5

Audi A5

Audi Brochure A6 & A7

Audi A6 & A7

Audi Brochure A8 & TT

Audi A8 & TT

Audi Brochure R8 & R8GT

Audi Brochure R8 & R8GT

Digital & Social Media

Audi Website USA

Audi Website USA

Audi Facebook USA

Audi Facebook USA

Audi Twitter USA

Audi Twitter USA

Audi YouTube

Audi YouTube

Audi YouTube Germany

Audi YouTube Germany

Audi YouTube USA

Audi YouTube USA

Commercials

For the past four years Audi has bought ad time during the Super Bowl for their “Big Game Commercials”. The “Release the Hounds” and “Riot Suppression” ads that were developed by San Francisco-based Venables Bell & Partners are some of my favorite TV ads from the last few years.


Release the Hounds (2011 Big Game – Super Bowl)


Audi Big Game 2011 Teaser – Kenny G Riot Suppressor (Part 2)


“Ahab” (60s)


Goodnight Commercial


Good Day For A Drive In The Snow



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