Symbolic Consumer Behavior
By Samantha Buendia
Sacred Meaning
The Audi logo consists of four rings similar to the Olympics four-ring logo. However, Audi's four rings represent the four-car manufactures that merged together into a group. August Horch founded the company in 1909. This wasn't his first automobile company. His first company was named after him, because of this, his new company was named Audi, the translation of his name in Latin. The company developed a great brand reputation by winning several long-distance races in Europe.
The Great Depression had hurt the German car manufacturing industry which was only four companies. They then joined together in 1932 and create the Audi logo which is known today. The company's motto today is "Advance through Technology." The logo represents luxury and technological vehicles.
Emblematic Function
Audi products are derived from a consumer and their social class. Audi is a luxury German brand that is known for its technology, style, and performance. Almost all of their products have high performance with a high-grade interior. Those that own an Audi vehicle create an emblematic function by associating themselves with a high social class.
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