Competitive Analysis

In 1997, BMW was in danger of losing its long-standing lead in the import luxury car segment. Mercedes, Lexus, and Audi were coming on strong with great new products and new marketing campaigns designed to dethrone BMW. Nearly half of those considering a luxury car rank "fun to drive" as their number one reason for purchasing the car. However, for the first time since BMW had been tracking its image, consumers ranked BMW at virtually the same level as Mercedes or Lexus on attributes like "fun to drive" and "responsive handling."
BMW’s three biggest competitors have launched new advertising campaigns that highlighted what traditionally had been BMW’s greatest strength: performance. Therefore, BMW was not able to distinguish itself anymore as the only company that boasted the unparalleled standard of quality as before.so I for example

Audi
Audi is an international developer and manufacturer of high-quality cars. In 2000, the company sold more than 650,000 Audi models. The sales revenues of the Audi Group totaled 39 billion Deutsch Marks. The Audi Group has slowly but surely been encroaching on the BMW and Mercedes markets. They have been trying to promote the exclusivity of their cars.
Recently, Audi of America has embarked on its most ambitious online-marketing effort ever. The European car importer kicked off the "Double Take" "advertainment" online sweepstakes as part of its $25 million launch of the redesigned 2002 A4 sedan. Visitors to the site can try to solve mysteries after viewing clues from three short episodes involving the A4. They can also register to win prizes while learning about the car and its features. The grand prize is a three-day trip for two to the Audi Driving Experience at the Panoz Driving School in Atlanta, GA. The sweepstakes, run by Don Jagoda Associates, Melville, N.Y., allows prospects to enter up to eight times. "The main thing is to educate and entice users to go to dealerships," said Steve Glauberman, president-CEO of Enlighten, the privately -held Ann Arbor, MI, creator of the site and sweepstakes.
http://www3.interscience.wiley.com:8100/legacy/college/kotabe/0471230626/text_cases/bmw.doc

audi commercial

http://www.youtube.com/watch?v=TYBTT5wvSLQ

In my opinion thia ad showed Audi brand has everything that you want design,comfort,safety,sportness that everything all told at Audi brand that patently compittity orther brand

Audi Logo - Design and History

The Audi badge the 'Four Rings' is the emblem of one of the oldest car manufacturers in Germany. It symbolises the 1932 merger of the four independent motor-vehicle manufacturers: Audi, DKW, Horch and Wanderer. Together with the NSU brand, which joined in 1969, these companies are the roots of the present-day AUDI AG. After the war the Audi name - which is Latin for "Hear!" - disappeared, but was revived in 1965, using the four rings as a logo. Also, the name is sort of a pun on 'hoerch', German for 'hear', name of one of the founders. The company itself is more than a century old. The four rings in the logo have nothing to do with the Olympic rings. The Audi logo is a registered trademark of the Audi Corporation. Use of the logo here does not imply endorsement of the organization by this site.

http://www.dinesh.com/History_of_Logos/Car_Logos_-_Design_and_History/Audi_Logo_-_Design_and_History.html