lamborghini branding
TRANSCRIPT
Integrated Marketing Communication
Submitted By:Eshant (PGCM4/1410)
Universal Business School, Karjat, Maharashtra
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
Brand Identity
BRAND ESSENCE
BRAND PERSONALITY
EMOTIONAL BENEFITS
QUINTESSENTIALLY ITALIANLA DOLCE VITA – THE SWEET LIFE
LOUD & AGGRESSIVEWANTS TO MAKE A STATEMENT
EXCLUSIVITYPASSION
FUNCTIONAL BENEFITS
FEATURES & ATTRIBUTES
CORE CONCEPT
IMPOSING PRESENCEUNIQUE DESIGN
HIGH PERFORMANCEQUALITY MATERIAL
THE ESSENCE OF SPEED
Brand Positioning
“LAMBORGHINI creates cars 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 DifferentAlways Lamborghini
-The Lamborghini Motto
Brand Rejunvation
Year Sales1980 353
1990 673
2000 166
• Bankrupt in the tractor business
• Faced financial crisis
Brand Equity
• Always remained 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
Brand Loyalty
• Lamborghini has 5 years warranty on parts
• Personalised customer care
• Sense of belonging to an exclusive club of owners
• Mobile App for communication
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.
CULTUREItalianLuxuryHeritage
SELF IMAGEHigh ClassSelf DrivenFlamboyant
PERSONALITYDynamicEdgyAmbitious
PHYSIQUERaging BullElectric ColoursIconic Design
RELATIONSHIPExclusivityBondingPersonal
REFLECTIONAggressiveDramaticProvocative
BRAND PRISM
References• Official Lamborghini Website Lamborghini History
www.Lamborghini.com
• Lamborghini Historyhttp://en.wikipedia.org/wiki/Lamborghini
• Lamborghini Campaignhttp://adsoftheworld.com/media/print/
lamborghiniaventador_the_truth_hurts_gunshot
• The Truth Hurtshttp://www.topspeed.com/cars/car-news/the-truth-hurts-ad-
campaign-sparks-the- lamborghini -aventador-ar120535/pictures.html
• Lamborghini Accessorieshttp://www.lamborghinistore.com/us_en/accessories.html
• Tonino Lamborghinihttp://www.lamborghini.it/in_en/