Peter M. De Lorenzo:

You first have to have the product and that will never, ever, change. Then you have to have the kind of brand image that is crystal clear to consumers, one unwavering in its execution and consistency. And if it’s dead-on – as Audi’s marriage of product and brand image is – then you’re able to create the fundamental desire for your product that will have people paying real money to acquire it.

Via Daring Fireball