International Journal of Management Studies ISSN(Print) 2249-0302 ISSN (Online)2231-2528 http://www.researchersworld.com/ijms/ Vol.–V, Issue –3(7), July 2018 [106] DOI : 10.18843/ijms/v5i3(7)/12 DOIURL :http://dx.doi.org/10.18843/ijms/v5i3(7)/12 Positioning and Building Brand Personality with Luxury Car Manufacturer-Audi Rajan Dhanda, Research Scholar, Department of Managements Studies, Maharishi Dayanand Saraswati University, Ajmer, Rajasthan, India. Dr. Ashish Pareek, Associate Professor, Department of Management Studies, Maharishi Dayanand Saraswati University, Ajmer, Rajasthan, India. ABSTRACT The paper briefly explains the role of brands in modern society, by focusing on how they are recognised and given meaning by the consumers. Furthermore, study represents the key concept of the Marketing, brand identity, and provides the information with its topic statement. Audi have created and communicated a brand identity in world market. Having introduced the key concepts, the study continues with the relevant communication theory of Audi Brand. Through explanation, analysis and discussion of the concepts of branding, bring clarity to the subjects and show how these ideas are conceptualised by Audi in market. The chapter starts with a short brand analysis based on various market and consumer reports. Luxury car manufacturers brand positioning strategies are identified that target audience and provides insight to the consumer needs and trends. The salient elements of the brand identity are chosen and eventually communicated via a various brand position statements. Final stage is the conclusion based on the findings and evaluation of the study. Keywords: Audi, Brand, Positioning, Personality, Car, Automotive. INTRODUCTION: To brand is to name or mark indelibly as proof of ownership primarily to create difference. It means a sign or symbol of quality. A brand is the sum of its equity, identity, positioning, personality, culture, soul, essence, character and finally the brand image (Upshaw, 1995). The automotive market and workplace has evolved from an image of “dark, dirty and dangerous” to the domain of high skills, advanced technology and dynamic change (Deloitte, 2009). Audi is one of the best-selling luxury automobile manufacturers in the world providing highly powerful cars. The company has the expertise of all the type of luxury cars: sedan, hatchback or coupe. Audi has further created its own body styles, such as the Sportback and Fastback. The trims are available in all three fuelling forms; the gas, liquid and electricity. Audi has the finest of the steering capability as Germans are masters of steering. It’s agile performance and smooth steering makes it an immense luxury. The luxurious and comfortable interior (finest leather seating, wooden trims, carbon fiber) of the Audi cars is one of the several reasons behind the popularity of this company. The seats are quite comfortable which makes driving a fun. Comfort and performance are supreme in the Audi. The four rings represent the union of four independent car companies -- Audi, DKW, Wanderer and Horch - in 1932 (Audi, 2017).