Audi used Patents for Marketing effectively

Audi makes great cars. Audi is also really good at recognising that Patents are a powerful marketing tool.

Instead of using Patents primarily for Protection, Audi used Patents to Market how technologically innovative its 2006 A6 was. By comparing the total number of patents covering the NASA Space Shuttle to the number of patents in its Audi A6 (+3,000 more), Audi inferred that its A6 was more technologically advanced than the space shuttle.

We all “knew” that the Space Shuttle was more advanced. So, Audi was careful not to “say” this directly. They didn’t need to – the reference to patents said it all.

By referring to the number of patents in its cars, Audi reinforced its marketing slogan that it had “vorsprung(ed) durch technik”.

Maximise the value of Patent means recognising that Patents are not only for “Protection”. Let’s all start embracing the use of Patents for Marketing and Deterrence as well.

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