Brand Comparison Audi, Volkswagen, Volvo

The American Marketing Association defined in the 1960s a brand as “a name, term, sign,
symbol, or design, or a combination of them which is intended to identify the goods or services
of one seller or a group of sellers and to differentiate them from those of competitors”.
Three brands of the automobile sector have been chosen which will be analyzed in the following
report. This particular industry sector is interesting because of the limitation in building
cars differently what makes the brand image even more important (Kapferer 2008). The
brand position, image and effectiveness of Volkswagen, Audi and Volvo will be critically
evaluated to conclude with recommendations. These brands are an appropriate choice because
they are differentially positioned and the companies use furthermore different strategies
to sell their products. After all, a conclusion will give recommendations and future directions.