MARKETING

ASSIGNMENT
NAME- KUMAR MAHEEP
ROLL - 2124

“Abrand is a name, term, design, symbol, or any
other feature that identifies one seller’s good or
service as distinct from those of other sellers”
(American Marketing Association).
 You can consider a brand as the idea or image people have in mind when thinking
about specific products, services and activities of a company, both in a practical
(e.g. “the shoe is light-weight”) and emotional way (e.g. “the shoe makes me feel
powerful”). It is therefore not just the physical features that create a brand but
also the feelings that consumers develop towards the company or its product. This
combination of physical and emotional cues is triggered when exposed to the
name, the logo, the visual identity, or even the message communicated.
 A product can be easily copied by other players in a market, but a brand will always
be unique. For example, Pepsi and Coca-Cola taste very similar, however for some
reason, some people feel more connected to Coca-Cola, others to Pepsi.
 “Branding is endowing products and
services with the power of a brand”
(Kotler & Keller, 2015)
 Branding is the process of giving a meaning to specific
organization, company, products or services by creating and
shaping a brand in consumers’ minds. It is a strategy designed
by organizations to help people to quickly identify and
experience their brand, and give them a reason to choose their
products over the competition’s, by clarifying what this particular
brand is and is not.
 The objective is to attract and retain loyal customers and other
stakeholders by delivering a product that is always aligned with
what the brand promises.
LOGO
 A logo is a graphic mark, emblem, symbol or stylized name used
to identify a company, organization, product, or brand. It may
take the form of an abstract or figurative design, or it may
present as a stylized version of the company's name if it has
sufficient brand recognition.
 Logos have become an integral part of many company's brand
identities. A widely and instantly recognized logo is a valuable
intangible asset for a corporation and is thus trademarked
for intellectual property protection, in the majority of situations.
3 BRANDS

 BMW
 AUDI
 GAP Inc.
THE ULTIMATE DRIVING
MACHINE
 BMW
 Bayerische Motoren Werke AG, commonly referred to as BMW, is a German
multinational company which produces automobiles and motorcycles. The
company was founded in 1916 as a manufacturer of aircraft engines, which it
produced from 1917 until 1918 and again from 1933 to 1945.

 Automobiles are marketed under the brands BMW, Mini and Rolls-Royce, and
motorcycles are marketed under the brand BMW Motorrad. In 2015, BMW was
the world's twelfth-largest producer of motor vehicles, with 2,279,503
vehicles produced.

 BMW is headquartered in Munich and produces motor vehicles in Germany,

Brazil, China, India, South Africa, the United Kingdom, the United States and
Mexico. BMW has significant motorsport history, especially in touring cars,
Formula 1, sports cars and the Isle of Man TT.
BRIEF HISTORY OF BMW

 THE BMW COMPANY was first established as an business entity, following a

restructuring of the Rapp Motorenwerke aircraft manufacturing firm in 1917.
In 1918, aftermath of the World War I, was forced to stop aircraft-engine
production by the terms of the Versailles Armistice Treaty as a result of
German loss during the World War. Facing the disability of producing aircraft-
engine, the company shifted the production of motorcycle in 1923, followed
up by automobile production later in the 1928-29.
 The very first car the BMW company produced was named Dixi, based on
the Austin 7 and licensed from the Austin Motor Company in Birmingham,
England. Recently, in June 2012, the BMW company was listed as the #1
most reputable company in the world by Forbes.com for holding 60% of the
total surveys. Ranking was listed based upon the consumer’s willingness to
buy, recommend, work for, and invest in the company.
EVOLUTION OF LOGO
FIRST GENERATION
LOGO
 Franz Josef Popp,an Austrian Marine Engineer first registered the
name ’Bayerische Motoren Werke’ in July of 1917 and, on October
1st of that same year, he was appointed managing director of the
Rapp Works which promptly changed its name to BMW. The name
change was acknowledged on October 5, when the trademark
was registered with the Imperial Trade Mark Roll. That’s when a
first draft of the logo was trademarked as well.

 The shape remained identical to that of Rapp’s old logo: it was

still a roundel and the inner circle featured a black ring around it.
However, the horse (similar to the knight in the game of chess) in
the middle was gone and, in its place, there were four quarters
painted in blue and white. The colors were placed in inverse
order and were to be read clockwise from top to left.
SECOND GENRATION
LOGO
 In the early years, BMW seemed to use different badges on cars,
motorcycles, and other products - some coming with logos with
gold lettering and others (especially bikes) with silver lettering.
There was also indecision when it came to fonts: both sans-serif
and serif fonts were used indiscriminately and tiny changes were
made as time went by. Having said that, a revision was made to
the original design in 1933, the year when the logo was
submitted to the German Register of Trade Marks. The revision
saw the outer ring grow thicker as did the letters, which were
closer together, while the outlines of both the inner circle and the
outer ring were widened in diameter. The first car to roll out of
the BMW factory with the new logo was the BMW 3/20, the first
model designed 100% in-house by BMW after the end of the
Dixi’s production run.
THIRD GENERATION LOGO
 By the dawn of the ’50s, BMW was just restarting automobile
manufacturing, now with a steady focus on making luxury cars
after dabbling with economical and cheap models in the years
leading up to WW2. In order to garner a clientele in a segment
dominated by Mercedes-Benz, BMW’s bosses realized that a more
thorough effort had to be put into standardizing the company’s
logo. As such, it was decided, with input from Hans Grewenig,
BMW’s Head of Sales, that the use of white lettering would be the
norm in ads while the letters on the badge on both cars and bikes
ought to be silver. This new design was first seen around 1952-
1953 on BMW’s first post-war product, the lumpy 501 sedan. This
new logo featured a lighter shade of blue in the inner quarters and
the borders surrounding the outer ring and the inner circle
disappeared.
FOURTH GENERATION LOGO
 The fourth-generation BMW is an important one as it’s the first one
that actually resembles the logo we see today. The reason for that
is the switch from a serif font to a sans-serif font for the BMW
lettering placed in the top half of the black ring. The two blue
quarters within are now a bit darker than before and the silver
outline returned. This logo was retained without major
modifications for over three decades. In this time, BMW established
itself as a luxury manufacturer with an eye on driver pleasure at a
time when there was a distinction being made between a luxury
car and one that was engaging to drive - BMWs were supposed to
offer the best of both worlds in a visually striking package.
3D BMW LOGO
 There was a subsequent change to a slightly bolder font and this
has remained as the standard Roundel. There was flirtation with a
‘Motorsport Roundel’ in the early 1970s and ’80s which had the
standard logo surrounded by the BMW Motorsport colors. In 1997
BMW moved to having the Roundel depicted in 3-D when used in
the printed form. This gives the Roundel a new bolder and dynamic
look.
PRESENT BMW LOGO
 BMW logo consists of 4 blue and
white quadrants which are
enclosed within a circle. White
and blue colors used for every
quadrant symbolize Bavarian Free
State. Letter BMW are located at
the top of the circle. They stand
for Bayerische Motoren Werke
which was registered in 1917
AUDI
 Audi AG is a German automobile manufacturer that designs, engineers, produces, markets
and distributes luxury vehicles. Audi is a member of the Volkswagen Group and has its roots
at Ingolstadt, Bavaria, Germany. Audi-branded vehicles are produced in nine production
facilities worldwide.

 The origins of the company are complex, going back to the early 20th century and the
initial enterprises (Horch and the Audiwerke) founded by engineer August Horch; and two
other manufacturers (DKW and Wanderer), leading to the foundation of Auto Union in 1932.
The modern era of Audi essentially began in the 1960s when Auto Union was acquired by
Volkswagen from Daimler-Benz.After relaunching the Audi brand with the 1965 introduction
of the Audi F103 series, Volkswagen merged Auto Union with NSU Motorenwerke in 1969,
thus creating the present day form of the company.

 The company name is based on the Latin translation of the surname of the founder, August
Horch. "Horch", meaning "listen" in German, becomes "audi" in Latin. The four rings of the
Audi logo each represent one of four car companies that banded together to create Audi's
predecessor company, Auto Union. Audi's slogan is Vorsprung durch Technik, meaning
"Being Ahead through Technology". However, Audi USA had used the slogan "Truth in
Engineering" from 2007 to 2016, and have not used the slogan since 2016.Audi, along with
fellow German marques BMW and Mercedes-Benz, is among the best-selling luxury
automobile brands in the world
BRIEF HISTORY
 The history of Audi is as dynamic as any story in the business world.
Founded on the vision of one man, the company has overcome many
challenges to emerge as one of the most iconic brands in the world
today. Mixing its flair for design and cutting edge technology, the
brand is well poised to conquer the challenges of the 21st century
motor industry.

 Founding Father August Horch, a former manager for Karl Benz,

always dreamed of making cars in his own name. In 1899 he realised
this ambition and along with 15 others, started an automobile
company. Had the story finished there we may never have heard of
Audi. Yet events changed when in 1909 the Board of Directors forced
Horch out of the company. Still determined to build a car in his name,
he established another car business. As the name Horch was already
in use, he chose Audi – Latin for ‘Hear’.
 The First World War interrupted the building of civilian cars and Audi
became a military vehicle manufacturer. When the war was over, the
company struggled financially and Horch left the business in 1920 to
take up a position at the German Ministry of Transport, but, according
to Audi Wilmington (Wilminton, DE) he was still involved with Audi as a
member of the board of trustees
 In order to develop the business further, in 1932 Audi merged with
DKW, Horch and Wanderer and in so doing, launched the iconic four-ring
badge emblem. Each of the four brands was assigned a specific market
segment: DKW – motorcycles and small cars; Wanderer – midsize cars;
Audi – cars in the deluxe midsize segment; and Horch – luxury cars at
the top end of the market. Following this successful merger, the
company was the second largest motor vehicle manufacturer in
Germany.
REASON FOR SUCCESS OF AUDI
In the year 2013, Audi sold over 1.5 million cars, as noted by Audi’s news site, a goal they did not expect to
achieve until 2015. This goal was set in 2005 with the hopes of reaching it within 10 years. The goal has
driven the business and helped numbers rise. So how has Audi become such a success? Here are some of
the reasons.

1.Proud History
The company, which has a history that began in 1885, has been built upon years of hard work and
dedication. The company consisted of four companies, Audi, DKW, Horch, and Wanderer, that were brought
together in 1932, each represented by a ring in the Audi logo. This German company’s motto is “Vorsprung
durch Technik,” translated to mean “Progress through technology.” This motto has driven the company to
continually innovate their products to be better and fulfill the needs of the consumer.

2.Great Products With an Equally Respected Reputation

Audi is known for building cars that have a low cost of ownership, and because of that Audi won the 2013
Kelly Blue Book Best Resale Value Award. Not only are the costs of ownership lower with Audi cars than other
manufacturers, but three of the top 10 most affordable luxury cars listed by Forbes magazine were from
Audi.
This list was determined by taking the cost of purchasing a new vehicle and the cost of owning it for five
years (fuel, maintenance, insurance rates, depreciation, taxes, and repairs). The Audi Q5 was number one on
the list, which gets great gas mileage, needs little maintenance, and slowly depreciates in value, overall
making it a great investment.
3.Marketing
There’s no point in having great products if no one knows about it. Audi uses
marketing to get the word out. One of these strategies is through viral marketing to
create brand awareness. Audi has used several marketing campaigns that would be
considered unorthodox. This includes a stolen Audi miniseries and YouTube spots
called Meet the Beckers.
Another strategy is using social media to affect their advertising. For the 2013 Super
Bowl, Audi let viewers of their new Super Bowl ad decide the ending of the
commercial, which featured a dateless teen boy heading to prom. To date, the video
has had over 10 million views on YouTube.

4.Worldwide Market
Audi doesn’t keep to its own country or continent. Audi has factories around the world
including Germany, China, Brazil, India, and Russia. Audi came to the United States in
1979 with the Audi 100 and then the Audi 80. It was brought to China in 1988 and
because of that, has a 15-year head start on BMW, which was only brought to China
in 2003. It’s because of this large market that Audi was able to reach their goal of
selling 1.5 million units (within one year) two years early.
In the end, Audi cars are solid investments, which is why they are outselling other
luxury brands like BMW and Mercedes Benz. If you haven’t considered an Audi,
maybe it’s time to give one a test drive.
EVOLUTION OF LOGO
2nd LOGO 1932-1949
 During the final twenty years of the 1800s and the first ten years of 1900s, the so-
called Audi company was four different automotive ventures.
 They were all very proud of being the top notch in the manufacturing of the vehicles
with the latest engineering technologies.

 The four companies included Audi, Horch, DKW and Wanderer.

 Each of the four companies featured their independent logo designs.

 In the initial days, the logo of the Audi company featured an upside-down equilateral
triangle.

 Moreover, there was a stylized numerical one that represented as a gearshift

elevating from behind.

 It was around the year, 1932 when the four independent automobile companies
combined into one and came to be referred as the “Auto Union AG”.

 With the amalgamation of the four car companies, the logo designs also got unified
into one, and the first solo Audi logo was materialised.
3RD LOGO1949-1969
 The shape of the current or the modern logo design by Audi that you notice today took place
as early as 1932 when the four companies merged into one single unit.

 The conglomeration of the four independent companies united to become “Auto Union AG”.

 The first very logo design of “Auto Union AG” comprised of four interwoven rings with the
logos of the four companies within the circles.

 The logo represented the unity and cooperation that the brand stands for and believes in.

 Over so many decades till today, the logo design has gradually transformed.

 Initially, the logos of the four companies were eliminated from inside the rings.

 It was substituted with the phrase, “Auto Union”.

 Finally, the current Audi logo design represents just the four interlacing rings without any
company names or words inside them.
1969 - 1995
1995-2009

 This logo is one of the

company's most
memorable, as it combined
the four rings with the
distinctive wordmark.
2009-2016
 It was way back in the year 2009 when the last makeover was given to the Audi logo, at
the 100th birthday anniversary of the company.

 Nothing significant was changed, except for the fact that the four rings were given more
joined together and a better interlocking appearance than before.

 The changes that took place over the years concerning the company logo designs say a
lot about Audi.

 It reflects the true meaning of unity on the one hand.

 On the other hand, there are beliefs that the company lost its focus on what it stood for.

 Whatever might be the opinion or thought process that people have in regards to the
transformation of the logo designs, it seems people are using the Audi logo wallpaper
more than ever before.

 They are readily available online for free download as well.

PRESENT LOGO
 The wordmark was
removed altogether
and the rings are now
rendered in plain
black, rather than in a
metallic 3D effect. The
Audi wordmark no
longer appears with
the four rings, but
rather with the tagline,
Vorsprung durch
Technik
AUDI STP ANLYSIS
 Segment
Affluent customers seeking luxury, comfort and excellent driving
experience

 Target Group
Targeted towards professionals and executives as well as rich
families

 Positioning
Audi is positioned as a company which continuously progresses by
using innovative technology and provides superior luxury and
better driving experience
SWOT ANALYSIS OF AUDI
 STRENGTH
 Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of
Audi. Strengths are:
 1. Audi is available in both petrol and diesel variants with a huge product portfolio
 2. Wide range to cars from Audi to choose from starting from Hatchback to Luxury
SUVs
 3. Cars from Audi are equipped with superior features like parking sensors, LED
illuminated interiors, Air bags, traction control and much more
 4.Elegant styling of both interiors & exteriors make its a standout car brand
 5. Latest technology like Quattro and FSI provide refined and efficient engine
performance have boosted brand performance
 6. Well established brand which helps in the brand recall
 7. Has approximately 50,000 employees worldwide
 8. The Audi brand has actively been involved in motorsport and sponsorship of
many sporting and premium events
 WEAKNESSES
 1. High maintenance & handling cost of Audi cars compared to a few competitors
 2. Limited presence in emerging markets where some other brands have taken
over the market
 OPPORTUNITIES
 1. Expanding automobile market and available space is a huge opportunity for
Audi

 2. Opportunity to leverage brand recall and acquire newer customers

 3. Expansion of product portfolio by entering into low cost cars can be thought of
by Audi

 4. Increasing manufacturing capability to meet increasing demand generated

through advertising
 THREATS
 1. Increasing fuel costs can reduce sale of Audi cars 
 2. Competition from other big automobile giants can reduce
market share of Audi
 3. Product innovations and engineering by competitors
 4. Limitations due to government policies in entering foreign
markets
GAP Inc.
 The Gap, Inc. commonly known as Gap Inc. or Gap, (stylized as GAP) is an American
worldwide clothing and accessories retailer.

 Gap was founded in 1969 by Donald Fisher and Doris F. Fisher and is headquartered in San
Francisco, California. The company operates six primary divisions: Gap (the namesake
banner), Banana Republic, Old Navy, Intermix, Hill City, and Athleta. Gap Inc. is the largest
specialty retailer in the United States, and is 3rd in total international locations, behind
Inditex Group and H&M. As of September 2008, the company has approximately 135,000
employees and operates 3,727 stores worldwide, of which 2,406 are located in the U.S.

 The Fisher family remains deeply involved in the company, collectively owning much of its
stock. Donald Fisher served as chairman of the board until 2004, playing a role in the
ouster of then-CEO Millard Drexler in 2002, and remained on the board until his death on
September 27, 2009. Fisher's wife and their son, Robert J. Fisher, also serve on Gap's
board of directors. Robert succeeded his father as chairman in 2004 and also served as
CEO on an interim basis following the resignation of Paul Pressler in 2007, before being
succeeded by Glenn K. Murphy up until 2014. From February 2015 to November 2019, Art
Peck was CEO of Gap Inc, until he was replaced by chairman Robert J. Fisher on an interim
basis.
BRANDS
 Banana Republic
Banana Republic, a small safari-themed clothing retailer, was purchased by Gap in
1983 and was rebranded as an upscale clothing retailer in the late 1980s.

 Old Navy
Old Navy was launched in 1994 as a value chain with a specialty flair. On February
28, 2019, Gap Inc., announced that Old Navy will spin-off from the company, making Old
Navy independent from Gap Inc.

 Forth & Towne

Forth & Towne, the company's fourth traditional retail concept, was launched on August
24, 2005, featuring apparel targeted toward women 35 years and older. On February 26,
2007, after an 18-month trial period, it was discontinued, and the 19 stores were closed.[

 Piperlime
A fifth brand, the online clothing and accessories retailer Piperlime, was created in
2006; however, as of April 2015, the brand has been retired.
 Athleta
A sixth brand, Athleta, a women's athletic wear line, was added in
2009. It is still an active brand.

 Intermix
Intermix, a multi-brand fashion retailer founded in 1993, was
acquired by Gap Inc. in 2012.

 Hill City
Hill City, a men's athletic apparel company, was launched on
October, 2018. It is still an active brand.

 Janie & Jack

Janie & Jack, a premium kids and baby brand, was acquired from
Gymboree in March, 2019.
MARKETING OF GAP
 The Gap originally targeted the younger generation when it opened, with its name
referring to the generation gap of the time. It originally sold everything that Levi
Strauss & Co made in every style, size, and color, and organized the stock by size.
The Gap was the first of many shops that carried only Levi's. In 1973, Gap started
making their own jeans as a way to differentiate themselves from department
stores. Gap's current marketing works to appeal to a broad demographic of
customers, whereas Banana Republic presents a sophisticated image with a self
expressing easygoing personality and Old Navy focuses "fun, fashion, and value" for
families and younger customers. While the company has been criticized for
blandness and uniformity in its selling environments, it maintains that it tailors its
stores "to appeal to unique markets" by developing multiple formats and
designs.The domain www.gap.com attracts over 18 million visitors annually,
according to a 2008 Compete.com survey. The brand is being criticized in the UK
because the merchandise that is offered to the UK customers cost double the prices
(or even a direct $/£ swap) found in the United States. Gap also does not offer XXL
or larger sizes in the UK stating the UK market does not require them in contrast to
market leader NEXT who offer a variety of larger sizes in the UK. In 2018, a Gap ad
campaign featuring a young girl wearing a hijab has been stirring up controversy
in France. 
Gap’s Strategy
 Gap’s main strategy is “to outcompeting rivals on the basis of
differentiating features, such as higher quality, wider product
selection, added performance, value-added services, more attractive
styling, and technological superiority (Thompson, et al. 8)”. Gap
offers sales and discounts from the franchise Brands (Old Navy and
Banana Republic) and always keeping up with the latest trends to
keep up with competitors. Gap tries to use a certain strategy for all
ages. Overseas, the Company Gap is trying to focus on the youth 18-
24 for their clothing styles. Gap also has a store for babies and kids.
Old Navy is targeted for a family casual look. Banana Republic
carries a little more high value clothing than Gap for casual people.
Athleta offers high quality products for women. Piperlime is basically
about foot brands and hand bags.
COMPETITORS
 In order to be successful in the family clothing industry according to
Thompson, Peteraf, Gamble, and Strickland retailers must, “successfully
develop new product lines which reflect the latest fashion trends and
distribute them as quickly as possible”. In addition, competition among
the retail store industry has force retailers to focus more on building
brand and aggressive advertising in order to maintain brand loyalty. On
the competitive front, the Gap has four major competitors in the U.S.
family clothing industry, TJX Companies Inc., Ross Stores, Abercrombie
& Fitch, and American Eagle Outfitters (Thompson, et al. C-161). Further
stated by Thompson, Peteraf, Gamble and Strickland, strategically
retailers must also take in to consideration that consumers not only
purchase apparel from family clothing stores but also from department
stores, big-box stores, men and women stores, as well as children’s and
infant clothing stores thereby widening the competitive market and
develop a strategy plan with that in mind
STP ANALYSIS
 Segment
Everyday clothes and accessories

 Target group
Premium segment brand for all age groups

 Positioning
Complete family store
SWOT ANALYSIS
 STRENGTHS
 Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT)
Analysis of GAP. Strengths are:
 1. Gap has strong dealership teamwork thus it is able to reach its
customers all around the world.
 2. Good working knowledge and experience makes GAP adapt to new
trends easily.
 3. GAP products are durable and long lasting.
 4. Gap has a section for baby products which are always in demand
despite market fluctuations.
 5. GAP has over 3,250 stores in worldwide with over 140,000 employees
worldwide
6. Excellent brand recall through good marketing through TV, print and
online media
 WEAKNESS
 1. Intense competition in the apparel segment mans limited market
share and high brand switching also
2. Still hasn’t penetrated into the emerging economies market.
 OPPORTUNITIES
 1. Gap’s new ventures in China and Europe can be profitable to the
company
2. Boost sales through online promotion and shopping on the brand
3. Tie-up with fashion houses and expansion through more stores
 THREATS
 1.Brands offering  more fashionable clothing at better value
 2. Rapid changing fashion trends 
3.Rising production costs can put a dent in the profits of the brand
EVOLUTION OF LOGO

 The original Gap logo introduced in 1969 featured the brand name in
rounded lowercase letters. Each of the three letters was based on the
circle shape. Also, there was “the” placed above the “g” at a sharp
angle, creating playful and unique effect. The 1976 modification
resulted in a slightly bolder typeface, while “the” was positioned
horizontally.
 The iconic Blue Box logo was born in 1986. It featured the word
“GAP” – this time, without “the” – in a condensed serif typeface.
All the letters were capitalized. The white wordmark was put
inside a blue square.
 On October 4, 2010, Gap replaced its classic blue square logo; this reportedly
happened suddenly without any announcements. The new logo design,
consisting of simply the word "Gap" in Helvetica placed next to a blue square,
was credited to Laird & Partners. Due to an extremely negative response from
customers, on October 11, only one week after it was introduced, Gap
announced that they would revert back to their old square logo. Since then,
this logo has often been referred to as one of the worst logos of all time.
FONT

 The condensed serif font used for the Gap logo resembles the
Spire Regular typeface developed by Ann Pomeroy. The typeface
was definitely customized, which can be clearly seen if you take
a closer look at the serifs and their thickness.
2016-PRESENT

 After thirty years of using its classic blue box logo, Gap finally
introduced a new logo in 2016, with the 1986 wordmark isolated
from the box design. So far, this logo has been received better
than the attempted 2010 redesign .