Audi A6 the secret behind the brand promotion.docVIP

 PAGE \* MERGEFORMAT 6 Audi A6 the secret behind the brand promotion Since the September 6, 1999, the first an Audi A6 in Changchun, China officially off the assembly line, and in January 1, 2000, after the domestic market, from March 2001 onwards, the Audi A6 has launched a nationwide large - scale promotional activities, in almost all national newspapers and magazines, the media have issued a new series of ads, and a change of its luxury brand last year, stressed that the aspirations of the brand image promotion position in the ‘active safety systems’ functions. From the performance brand of high-quality, high-grade to speak in a tone of confidence out ‘only to ensure safety, can there be excellence’, the Audi A6 to interpret the spirit of the brand allows us to decipher the mystery out of its marketing behind it. To change the alienation of the image, close to the general public, to restore original location In 1988 as a cross-brand imported into China, Audi co-operation with China FAW to Chinese consumers for the first time a taste of the luxury sedan style, but strictly speaking, the first Audi 200 series, and not the quality of the Audi brand represents a perfect concept to the Chinese people in China during the reform and opening up just a black Audi Daoshi as some kind of alienation of rights and status symbol, in addition to imported cars, the Audi brand has been launched and the official draw on the equal level has become a parasite to a specific system, a special consumer. Unfortunately, the situation in China changed the Audi brand in mind. Audi initially identified target markets, was sold to those who strive for self, understand that life satisfaction comes from an elegant, rather than Zhang Yang, and show off group of people. In other countries, the Audi as a brand has evolved into a way of life symbol, brand positioning is an individual consumer’s personality rather than social status, rights linked. Look at 2001 Audi A6 in China’s stance, w