Brand Resonance Model on Lamborghini

Automobili Lamborghini, commonly known as Lamborghini, is an Italian brand and manufacturer of luxury sports cars which is owned by the Volkswagen Group as a subsidiary of Audi . Lamborghini, after hearing the name, primary thoughts that comes to people minds are luxury, fast-speed, expensive and dependability which actually sets a clear picture about the product. 

The main purpose of  Brand Resonance Model is to built strong connections between the consumer and the brand. Brands that have strong resonance helps to increase customer loyalty and decreases liability to competitive marketing actions. In order to understand the Brand Resonance Model of Lamborghini we need to go through six steps pyramid.(Keller,2001)

Salience: Lamborghini is well recognized brand around the world which is better  known for its attributes among the sports car lover. Lamborghini actually tries to focus on their key strength what they do best and that’s to build sports cars. According to Mr Winkelman, a German native CEO of the brand :

"We decided to focus on the key strengths of the brand...Lamborghini is known for being extreme so that’s what we wanted to preserve"(Guilhermier,2008)

Performance: Though Lamborghini has specific and unique brand positioning but it clearly stands for super sports cars in terms of performance and exclusive designing. In terms of reliability, Lamborghini has already build a spot in the customers' mind. Another factor is that Lamborghini has so many different verities when it's come about extraordinary or unique style and design.

Imagery: As a brand it really took some times for Lamborghini to create a distinct brand image. Lamborghini actually shows the aggressiveness, exclusive and uncompromising. Not only the brand actually create these sorts of  image of  itself but also it connects with the consumer's personality. Lamborghini is a very kind of masculine brand and it can be described as "the bad boys of the super car world".

Judgments: Consumers perceived Lamborghini as a quality brand for its unique attributes. Performance and imagery helps Lamborghini to portrait as credible brand for increasing trustworthiness and likability.

Feelings: Lamborghini brand gives different kinds of feeling to the different markets. For some consumers who like fast-speed car, it is excitement because its provide value branded sports car. By analyzing the comment and the review, consumer are quite satisfied with the product. Again, for some consumer its matter of social approval for its luxuries.

Resonance: As far as resonance of  Lamborghini concerns it can be said that the customers are not that much loyal due high pricing of the products. But the consumers have a positive attitude towards the brand  and some of them also feels proud for be a part of that brand.

 

Recommendation:

Lamborghini has recently offered its first marketing promotion in history.  The newly wealthy in the region are peeling apart their wallets to invest in leading luxury cars and exotic car rentals at an ever-increasing speed, and Lamborghini apparently wants to offer an incentive to choose them over other exotic car competitors. My recommendation is Lamborghini needs to do more advertisement and make more connection with the consumers.  Lamborghini can do their manufactures in low labored country so that they can reduce the price and get more consumers, again by mating their brand quality.

References:  

Lamborghini. (n.d.). Retrieved from Wikipedia: http://en.wikipedia.org/wiki/Lamborghini

Guilhermier, M. d. (2008, September). Michel de Guilhermier's Blog. Retrieved from http://micheldeguilhermier.typepad.com/mdegblog/2008/09/brand-positioni.html

Lamborghini Offers First Marketing Promotion. (2013). Retrieved from imaginelifestyles.com: http://www.imaginelifestyles.com/luxuryliving/2011/04/lamborghini-offers-first-marketing-promotion

Exclusive Interview with the Boss of Lamborghini Brand and Design - VIDEO FEATURE. (2010, May 7). Retrieved from Theautochannel.com: http://www.theautochannel.com/news/2010/05/07/476720.html

  

Keller, K. L. (2001). Building Customer-Based Brand Equity: A Blueprint for Creating Strong  Brands. Marketing Science Institute. Retrieved from http://mktg.uni-svishtov.bg/ivm/resources/CustomerBasedbrandEquityModel.pdf