B: Brand Documentary Magazine #23 Audi

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B is an ad-less monthly publication that introduces one well-balanced brand unearthed from around the globe in each issue. Between its covers, B not only shares untold stories behind the brand, but also its sentiment and culture that any readers interested in brand marketing, management and design can leaf through with ease.

Audi’s history began in the early twentieth century when August Horch, a former automobile engineer, merged four small-sized automotive companies to establish Auto Union. After numerous mergers and acquisitions, auto Union joined the Volkswagen Group in 1964 and spent the following two decades rebranding itself.

Initially, Audi was known only for making cars that performed well, but the brand has since come to represent a new style of understated premium value. The brand has also grown, and has now become a true premium brand, in image, sales, and all other facets of its business.

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