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
