group-2 brand
TRANSCRIPT
BMW Brand Story
By-CrystalDhara Robert
Tom Joseph
GROUP-2 2
Category : Cars
Product : Premium Cars
Target market : 30 &Above
BMW AG originated with three
other manufacturing companies Started with an Aircraft Engine
Manufacturer. BMW acquired Hans Glas Company
in 1966, owing to their switch as automobile manufacturing unit.
BMW STORY
BRAND PROMISE:
PERFORMANCE SATISFACTION
Social Status
Expensive
Style and Design
Luxury
Sports Car
Performance
BRAND IMAGE
BMW first started in 1916 as BFW, Bayerische
Flugzeugwerke AG, developing and producing aircraft engines for World War I.
The company name was changed in 1917 to Bayerishe Motoren Werke GmbH, which translates to Bavarian Motors Works, or BMW.
The five men who are credited with founding BMW are Franz Josef Popp, Karl Rapp, Gustav Otto, Max Friz or Camillo Castiglioni.
BMW Group Founders Facts and Trivia:
Reading the BMW Group mission
statement, it's easy to understand why the BMW Group is clearly associated with premium products, premium prices, and premium experiences. The BMW mission
statement is...
Brand Elements
"The BMW Group is the world's leading
provider of premium products and premium services for individual mobility.”
Beyond that, each brand of vehicle under the BMW Group umbrella has its own distinct brand identity...
BMW Brand - "The BMW brand stands for
one thing: sheer driving pleasure. Sporting and dynamic performance combined with superb design and exclusive quality.”
"For over 100 years, motor cars of the outstanding engineering, quality and reliability."
Brand name : BMW Brand Slogan :
- “The Ultimate Driving Machine” - “ Sheer Driving Pleasure” (International official website and many
other countries)
BMW- Car Brand
Rolls Royce Brand
Mini cooper Car Brand
Motorcycle Brand
Brands of BMW
BMW Group on Forbes
Lists#16 World's Most Valuable Brands #45 Global 2000 #52 in Sales #61 in Profit #151 in Assets #104 in Market value #7 America's Best Employers (As of May 2015)
Elements of Brand Equity
Market Cap As of May 2015 -
$81.4 Billion Industry : Auto & Truck Manufacturers Founded:1916 Country: Germany CEO: Norbert Reithofer Employees116,324 Sales : $106.65 B Headquarters: Munich
• Performance• Design• StylePOP
• Luxury• High Quality• Social StatusPOD
Overall Brand Position of BMW :
Luxury Performance Car
Competitors
Current Brand
Strategy
Link Joy with BMW brand /Product
attrubutes Joy Covers :
Car Performance Reliablity Driving PleasureFuel Efficency
BMW JOY CAMPAGIN
GROUP-2 19
Mental Map
BMW
Performance
Style and Design
Quality Passion
Reliability and Status
Consistent brandingClear, simple messageGreat tag line
Learning’s from BMW success
THANK YOU