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