BMW Project Essay

Executive summaryThe purpose of this report is evaluating BMW branding strategies by using several of demonstrations and researches. After that, recommendations and suggestions will be given for implementing BMW brands equity. BMW has used multi-channels to deliver its brand image of premium brands by providing exclusive services, innovative promotion, distinguish products categories and appropriate communications flow to accurate impress costumers’ mind. Furthermore, in researches, figures, blogs and journals articles has shown that customers has awarded and well received the brand equity of BMW.1.Background of BMWBMW the abbreviation of Bavarian Motor Works, the company established by a young Germany engineers in 1916, before produce car and motorcycle BMW an aircraft engine Manufactory Company in the First World War after the cease of aircraft engine production. In 1923, BMW started produce the motorcycle, it help BMW win the reputation by building the most innovative motorcycle in the world. In 1928, BMW become an automobile company, they always running in most fronts of the technology and craft.

Nowadays, BMW Company is one of the largest German industrial company and one of the most successful car and motorcycle manufacturers in the world. According to Millward Brown 2012 research that BMW is the most valued brand in the car industry beyond Audi and Mercedes- Benz. BMW has the highest standards in terms of aesthetics, dynamics, technology and quality. The mission statement is clearly defined as: the BMW Group is the world’s leading provider of premium products and premium services for individual mobility.1.

Background of BMWBMW the abbreviation of Bavarian Motor Works, the company established by a young Germany engineers in 1916, before produce car and motorcycle BMW an aircraft engine Manufactory Company in the First World War after the cease of aircraft engine production. In 1923, BMW started produce the motorcycle, it help BMW win the reputation by building the most innovative motorcycle inthe world. In 1928, BMW become an automobile company, they always running in most fronts of the technology and craft.Nowadays, BMW Company is one of the largest German industrial company and one of the most successful car and motorcycle manufacturers in the world. According to Millward Brown 2012 research that BMW is the most valued brand in the car industry beyond Audi and Mercedes- Benz. BMW has the highest standards in terms of aesthetics, dynamics, technology and quality. The mission statement is clearly defined as: the BMW Group is the world’s leading provider of premium products and premium services for individual mobility.

2.Segmentation and TargetingBMW is a global brand, and they are the leader of the car industry. To distinct their customer, we use demographic segmentation and psychographic segmentation. In demographic segmentation, BMW mainly target upper- middle and upper income class (income in $24,900 or above). To compare with other brand in car industry, for example, Lexus, the price of BMW production are relatively higher. Because BMW is premium in terms of the quality and service they provide.

Moreover, BMW have segment different series model to target different characteristics customer. Each age of the driver can find a model in BMW product category to suit their usage. For example, middle age customer want to buy SUV for multiple uses, they can choose BMW Series X.

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