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Lamborghini Branding
Lamborghini is an Italian luxury sports car manufacturer owned by Volkswagen. It was founded in 1963 by Ferruccio Lamborghini and is known for high performance and distinctive designs. Lamborghini's branding emphasizes qualities like speed, aggression, and exclusivity to target customers seeking to stand out. In the 1980s and 1990s, Lamborghini faced financial struggles but was revived through an aggressive "The Truth Hurts" campaign and acquisition by Volkswagen. Today Lamborghini maintains a strong brand image of prestige through high quality, personalized service, and an exclusive club-like feel for owners.
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Lamborghini Branding
- 1. Integrated Marketing Communication SubmittedBy: Eshant (PGCM4/1410) Universal Business School, Karjat, Maharashtra
- 3. About The Company •Lamborghini is an Italian brand and manufacturer of luxury sports cars which is owned by the Volkswagen Group through its subsidiary brand division Audi. • Lamborghini's production facility and headquarters are located in Sant'Agata Bolognese • Ferruccio Lamborghini founded the company in 1963 • Revenue was €469 million in 2012
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- 8. Brand Identity BRAND ESSENCE BRAND PERSONALITY EMOTIONAL BENEFITS QUINTESSENTIALLY ITALIAN LADOLCE VITA – THE SWEET LIFE LOUD & AGGRESSIVE WANTS TO MAKE A STATEMENT EXCLUSIVITY PASSION
- 9. FUNCTIONAL BENEFITS FEATURES & ATTRIBUTES CORE CONCEPT IMPOSINGPRESENCE UNIQUE DESIGN HIGH PERFORMANCE QUALITY MATERIAL THE ESSENCE OF SPEED
- 10. Brand Positioning “LAMBORGHINI createscars that are unparalleled in terms of PERFORMANCE and EXTREME DESIGN with a touch of PROVOCATION for the CUSTOMER who wishes to stand out wherever he goes” -The Positioning Statement Always Different Always Lamborghini -The Lamborghini Motto
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- 12. Brand Rejunvation Year Sales 1980353 1990 673 2000 166 • Bankrupt in the tractor business • Faced financial crisis
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- 14. Campaign named “THETRUTH HURTS”
- 15. Campaign Results Year Sales(Units) 1980 353 1990 673 2000 166 2005 1305
- 16. Brand Equity • Alwaysremained the bad boy among the super car business • No compromise on speed (350km/hr) • No compromise on engine capacity i.e. V12 • Sound that the car generates is very aggressive which you can hear from a long distance
- 17. Brand Loyalty • Lamborghinihas 5 years warranty on parts • Personalised customer care • Sense of belonging to an exclusive club of owners • Mobile App for communication
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- 19. Acer Lamborghini VX7 $2,269 Acer Lamborghini ZX1 $ 1,500 Brand Extension Lamborghini has extended its brand name to a variety seemingly unrelated products some of which are accessories that complement the vehicles and the lifestyle associated with them.
- 21. Brand Architecture Individual ProductBranding Parent Company Subsidiary Company
- 22. CULTURE Italian Luxury Heritage SELF IMAGE High Class SelfDriven Flamboyant PERSONALITY Dynamic Edgy Ambitious PHYSIQUE Raging Bull Electric Colours Iconic Design RELATIONSHIP Exclusivity Bonding Personal REFLECTION Aggressive Dramatic Provocative B R A N D P R I S M
- 23. References • Official LamborghiniWebsite Lamborghini History www.Lamborghini.com • Lamborghini History http://en.wikipedia.org/wiki/Lamborghini • Lamborghini Campaign http://adsoftheworld.com/media/print/lamborghiniaventador_the_truth_h urts_gunshot • The Truth Hurts http://www.topspeed.com/cars/car-news/the-truth-hurts-ad-campaign- sparks-the-lamborghini -aventador-ar120535/pictures.html • Lamborghini Accessories http://www.lamborghinistore.com/us_en/accessories.html • Tonino Lamborghini http://www.lamborghini.it/in_en/
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