Kate Dai's Blog

Today in class, we were taught about positioning. A company has to set there goal of either be first in the category, or be the first in the segment. There is an audi commercial that really left me with a great impression when I first saw it. 

Here is the ad: 

As we know, the public generalizes each brand with a certain selling point. Alfa Romeo’s selling point is design, Volvo’s is safety, BMW’s is sportness, and Benz’s is comfort. In this commercial, Audi claims that it has all the best features of some of its competitors put into one car. In other words, Audi delivered a message to the audience that it is the number one in the car industry among those competitors. (Why buy the others when you can have the best of all of them in one car?) The ad defines Audi’s motives and featured components leveraging the strengths of its competitors to better itself. A bold and strong positioning statement.