Strategic brand management and communication : a case study of Audi in Thailand | |
| Author | Patcharaporn Charoenjirakajorn |
| Call Number | AIT RSPR no.SM-05-27 |
| Subject(s) | Product management--Thailand Audi automobile |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-05-27 |
| Abstract | Audi is one of the most desirable brands worldwide. It receives high acceptance in Germany, some European countries, America, Japan, and others. In some countries, Audi beats Benz. In various countries, it wins over BMW. Anyhow, all three German car producers are quite comparable in performance and image. In Thailand, Audi seems unpopular and unfavorable by Thai consumer. Its brand image is not comparable to Benz's and BMW's. In the same product class, general consumers rarely take Audi into their invoked set when they need to buy a luxurious car. Rather, they are interested in BMW and Benz. Audi was first introduced to the market in 1991. Initially, they received quite well acceptance from customer. But today, the name Audi is getting fade away from consumer's mind. What should be explanations for the consequence? Is their mission not able to response Thai market needs? Is their car not suitable for Thai culture and environment? Are there technical problems when using Audi? Do they seriously compete in Thai market? Or do they have problems in branding program? This research was generated to discover mentioned doubts especially the doubt in its branding programs; since generally, consumers in luxurious car market value a car with high brand image. They demand the sense of luxury and exclusivity as the first requirement. Therefore, this research will investigate Audi's problems especially in the area branding problem, reveal explanations, and give some recommendations in order to push the Brand Audi be at least in consumer mind share. |
| Year | 2005 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-05-27 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Johri, Lalit M.; |
| Examination Committee(s) | Dimmitt, Nicholas J.;Sununta Siengthai; |
| Scholarship Donor(s) | Royal Thai Government Fellowship; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2005 |