Is heritage a burden 😳 or an advantage 😉 ? Some have harshly criticized Jaguar for the relaunch of their brand - there was quite the backlash online. Others have called out Audi for their push in China with their new AUDI brand together with SAIC, asking: Where is the commitment to "Vorsprung durch Technik"? The answer isn’t straightforward. A brand mirrors both market challenges and a company’s overall strategy. Ultimately, it’s the customer who decides whether it succeeds. Special thanks to Marie-Charlotte and Henri as well as Edison - Media for the feature: https://lnkd.in/dgUyzdfc
What unites Jaguar and Audi China? 🐆 🚘 🇨🇳 Both brands are currently breaking radically with their traditions. Audi China has abandoned its iconic logo and familiar product design aesthetics; Jaguar is completely overhauling its brand and products. This prompted us at Berylls by AlixPartners to examine the risks that car manufacturers take with such bold moves. We analyzed how other manufacturers handle their heritage and integrate it into brand names, communication and product design. 👉 Find out more in our latest point of view on brand heritage: https://lnkd.in/dMjxf9aJ And reach out to our experts Jonas Wagner, Henri Laux, Marie-Charlotte Schmidt, Antonia Tomas #beryllsbyalixpartners #butdifferent #automotive
