The paper "BMW Brand Audit " is an outstanding example of a marketing case study. This report critically analyses the BMW brand at the product level. It examines BMW’ s background particularly in relation to its brand attributes, portfolio, elements and marketing mix. Moreover, this report explores the nature of BMW as a brand with regards to customer knowledge of the brand, its sources of brand equity and threats to its brand equity. The findings of this report convey that the BMW brand has achieved remarkable success in its market segment and maintained itself as a global leader in the luxury car segment.
This has been possible through effective branding techniques coupled with aggressive marketing strategies that are clear cut to suit each market segment. Furthermore, the brand’ s prominence around the world can be attributed to its strong presence in the market since 1917. In addition, BMW’ s prominence can be attributed to the company’ s effective brand management and promotion strategies that have positioned the brand as a superior brand with unmatched qualities and functions. It is established in this report that, despite these achievements, the BMW brand faces threats from the increasing competition in the luxury car industry and pressure to comply with environmental standards and green strategies.
In order to address these challenges, this report recommends that BMW needs to expedite its plan to begin production of hybrid cars. The company should also diversify its product portfolio by creating a brand segment that caters to middle and low-income consumers. Introduction Bayerische Motoren Werke AG (BMW) group or the Bavarian Motor Works (in English) was started in Germany in 1917 as an aircraft manufacturer but was later transformed to become one of the leading automobile, engine and motorcycle manufacturer in the world.
Over the years, the BMW brand has managed to attain basic features of a successful brand such as memorability, meaningfulness and adaptability. The BMW logo is one of the most recognized and well-known brands in the automobile industry. Currently, some of the prominent BMW product brands include; BMW, Mini Marque and Rolls– Royce Motor Cars.
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