Branding Case Study: Audi

• Published on April 10th, 2012 by Natasha McEachron

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.

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.)

Brochure

The 2012 Audi brochure.

Digital & Social Media

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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