Audi fashion festival: Building a brand with Singapore
Reinhold Carl, the managing director of Audi Singapore faced a difficult challenge in November 2012. The market for the number of new cars sold in Singapore had declined by an annual rate of 18% on average between 2005 and 2011. In such a market, capturing market share by value seemed more viable than by volume alone. Carl needed to make Audi appeal more to consumers as a luxury brand. To do this, Carl wanted to better utilize their role as the primary sponsor of the Audi Fashion Festival in Singapore. Given a fixed marketing budget, he needed a plan to accomplish this.
Marketing, Strategy, Marketing Strategy, Branding, Brand Building, Fashion shows
Advertising and Promotion Management | Business and Corporate Communications | Marketing
Executive Education; Postgraduate; Undergraduate
Singapore Management University