Introduction to BMW branding case HOME COURSE HELP Uitloggen BMW case ©2009 Hello, my name is Leo van Sister. In this course you will learn about the important role of Total Branding for a car brand. Welcome to the college by Leo van Sister, founding partner of the leading brand consultancy MerkCommissarissen / BrandCustodians ® in Holland and managing partner of The BrandFuel Academy. ( www.brandfuel.nl ) After this course you are able to: 1 understand the real essence and drivers behind the BMW brand 2 see the strategic role of branding in the company 3 learn to define the 6-S model 4 analyse and understand the brand operation This course takes about 30 minutes. Within the course you can also link to different resources with extra information like PDF files, books, references, sites etc. Properties: BrandFuel College© Subject: BMW case “Passion” Name: Leo van Sister

HOME COURSE HELP Uitloggen BMW case ©2009 The Brand is the driving force: Steering strength for the organization : is an anchor for the corporate culture, a source of inspiration and creates preference in the market Gives identity and recognition to consumer, customer, wholesaler and shareholder. Builds respect and trust Drives the financial results of the company: brands generate more value, produce more stable and sustainable results and ensure higher p/e m ultiples Properties: BrandFuel College© Subject: BMW case “Passion” Name: Leo van Sister Das Original: BMW Dixie Have a look at: BMW dixie http://www.amt.nl/web/Videos/Video-BMW-Dixi.htm

The Brand is the driving force:

Steering strength for the organization : is an anchor for the corporate culture, a source of inspiration and creates preference in the market

Gives identity and recognition to consumer, customer, wholesaler and shareholder. Builds respect and trust

Drives the financial results of the company: brands generate more value, produce more stable and sustainable results and ensure higher p/e m ultiples

BMW’s adoration for design & technique Mille Miglia concept car, the ode to BMW engineers Enjoy : http://www.youtube.com/watch?v=305Xu3d8CQc HOME COURSE HELP Uitloggen BMW case ©2009 Properties: BrandFuel College© Subject: BMW case “Passion” Name: Leo van Sister

BrandFuel College offers you 40 -ONLINE colleges about branding from 30 -brand experts, all coming from practice An online college where professionals are educated in interactive and on-line colleges on all aspects of branding and brand management. Apart from theory and methodology, the students work on their own cases. (with the full college program) The BrandFuel College is a virtual campus where 24 hours per day, 7 days per week lessons can be followed....Your choice! No Waste, choose one college, a theme-package or the full pack. After registration and payment of the college(s) you can login on your computer or laptop. You can buy 1 lesson or more or follow the full college at reduced costs. You choose the subject, the theme, the branding expert when you choose, select your branding buddy So, NO waste at all in your BrandFuel learning and inspiration package. You can choose and refuel as much as you like : (all prices excl. VAT) Login to www. http://www.brandfuel.nl/brandfuel-college.html HOME COURSE HELP Uitloggen Properties: BrandFuel College© Subject: BMW case “Passion” Name: Leo van Sister

An online college where professionals are educated in interactive and on-line colleges on all aspects of branding and brand management. Apart from theory and methodology, the students work on their own cases. (with the full college program) The BrandFuel College is a virtual campus where 24 hours per day, 7 days per week lessons can be followed....Your choice!

No Waste, choose one college, a theme-package or the full pack.

After registration and payment of the college(s) you can login on your computer or laptop.

You can buy 1 lesson or more or follow the full college at reduced costs.

You choose the subject, the theme, the branding expert

when you choose, select your branding buddy

So, NO waste at all in your BrandFuel learning and inspiration package.

You can choose and refuel as much as you like : (all prices excl. VAT)

Login to www. http://www.brandfuel.nl/brandfuel-college.html