Audi Fashion Festival: Building a Brand with Singapore
In November 2012, Reinhold Carl, the managing director of Audi Singapore, faces a difficult challenge. The market for the number of new cars sold in Singapore has declined by an annual rate of 18% on average between 2005 and 2011. In such a market, capturing market share by value seems more viable than by volume alone. Carl needs to make Audi appeal more to consumers as a luxury brand. To do this, Carl wanted to better utilise the company’s role as the primary sponsor of the Audi Fashion Festival in Singapore. Given a fixed marketing budget, he must craft a plan to accomplish this.
Through a case discussion, students will gain an understanding of how corporate strategy can be used to develop brand and reputation to generate tangible revenues and add value share in the market, especially in regards to luxury goods in saturated markets. In addition, the case explores how CSR can be used to create synergies between corporate brand and reputation strategies.
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