Case study from the book “Brand in motion” when people think of brands in connection with movement, associate the most to sports or car brands. Germany enthusiasts in the car should be this well known German car brands. That cars and car brands close inside the conceptual associative network movement, is probably due to the product promise of cars, which is the movement itself: the basic benefits of cars is getting around. How fast, safe or comfortable this movement takes place, and falls into the area of the advanced, real product benefits. Whether this gives rise to a special fun or the brand has a high prestige value, falls within the scope of the intangible product added value. The medium that can best transport movement, is the film. His dynamic moving images can, pretend movement especially in combination with the auditory component, the senses of the recipient like no other medium. So it makes sense to analyze car brand in the film, so automobile commercials as an introduction to this in the scope of this book to here nor abstract topic brand and movement.
Another reason to consider this moving product in the animated medium, is the market relevance of auto advertising. Large automakers such as Volkswagen and Renault invest annually hundreds of millions in advertising, and advertising spending per vehicle are in Germany between several hundred to several thousand euros. 1 therefore professional and targeted companies or specialized agencies, classic gangrenous elements insert differentiated positioning in this market segment, which is characterized by an extreme competition and advertising pressure with an appropriate quality print. According to Carsten Baumgarth name, logo and typography, characters, slogan/jingle/wording, design, as well as key frames are considered classic branding elements in this case study. 2 more familiar branding elements represent, for example, color, photo style, imagery (corporate imagery), architecture, staff uniforms (corporate clothing), and fragrance.