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Report - Building Brand Architecture
1 Introduction
In	this	report	I’m	going	to	compare	two	car	brands.	These	two	car	bran...
2.2 BRAND PYRAMID - BMW
	
	
3 Brand Comparison
When	starting	this	brand	comparison	at	the	bottom	of	the	brand	pyramid,	the...
high	performance.	This	is	what	we	see	in	their	brand	personality.	A	businessman	that	wants	to	
show	who	he	is,	who	is	comp...
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Week 2 - Assignment - Christian van t Hof

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Week 2 - Assignment - Christian van t Hof

  1. 1. Report - Building Brand Architecture 1 Introduction In this report I’m going to compare two car brands. These two car brands are Volvo and BMW. I’ve chosen these two brands because they’re both well known and established brands and they’re both targeting the customer above upper-middle class. By writing this small report I’d like to learn what the biggest differences are between these two global brands, but as well to see how they’re doing when comparing their brand values. 2 Brand Pyramid 2.1 BRAND PYRAMID - VOLVO Brand Core/Essence | Safety and freedom Brand Personality | A family man between 40-55 years that works as a doctor. His main goal is to travel safe. Emo4onal Benefits | Volvo cars show reliability, innovaIon, safety, freedom, trustworthiness. It also shows responsibility, luxury. It prevents from worrying. Product Benefits | High quality and safe cars that brings you from A to B. Cars surviving even the worst Nordic climates. Product A8ributes | Volvo cars have 4 wheels, ergonomic design, and several satefy features. Same characterisIc design for all models.
  2. 2. 2.2 BRAND PYRAMID - BMW 3 Brand Comparison When starting this brand comparison at the bottom of the brand pyramid, the product attributes are the first to be compared. While Volvo and BMW are both cars, the differences are that BMW is focused on well-designed sporty cars with powerful engines and a strong & bold appearance. On the other hand, Volvo is more focused on cars that suit a complete family and with comes with the necessary safety features that assure the car owner that his family will arrive safely at the destination. So, this first point concludes that Volvo more focuses on safety and BMW on high performance and power. The second part is about product benefits. Where Volvo produces cars that are able to conquer strong winters in for example Scandinavia with well-developed safety systems, BMWs tend to be high performance cars that have a unique, characteristic design. These BMWs are from high quality and it brings people to other places as fast as possible while experiencing the high performance of these cars. This product benefits again show that BMW is tremendously focused on performance, while on the other hand Volvo is aiming on optimizing safety and lowering risks. In an emotional point of view these Swedish Volvo cars show a lot of reliability and trustworthiness as well as they appear to be responsible and as luxury cars. The BMWs are the opposite in most areas. BMWs are also luxury cars, just like Volvo. But what BMW makes different is that their cars showing a high social status & expensiveness and a lot of power and boldness. When looking at brand personality and the brand core, we see that they’re both different brands. As concluded earlier, BMW is focused on being premium standard, showing power and Brand Core/Essence | 3 Ps - Performance, Power, Premium. Brand Personality | Respected Businessman between 30-45 years being masculine, compeIIve, succesful, upper-class, self-assured and brave. Emo4onal Benefits | German origin associated with high quality, social status, luxury, powerful, expensive and sports cars. Product Benefits | High performance with a high speed, unique & characIsIc design, high quality, worldwide presence for service and support. Product A8ributes | BMWs have 4 wheels, powerful engines and typical rounded radiator grills. Moreover, a dynamic, strong & bold appearance and great technology inside. Both family & sports cars.
  3. 3. high performance. This is what we see in their brand personality. A businessman that wants to show who he is, who is competitive and that he is brave. It matches the German culture and it reflects what BMW wants to be to his clients. Their goal is to become and to stay the best premium car brand there is, and they’re doing that while focusing on new innovative ways to great everyday better performing cars. When looking at Volvo, we can see and conclude that they’re all about safety and freedom. The freedom of getting to every place in a save way. It’s the image of a family man that wants to arrive at home in one piece and is for example working as a doctor or dentist. When looking around most of these people in the Netherlands drive Volvo, because it’s a safe car. Volvo is showing that in all of their commercials that their vehicles are stable and safe. They keep investing in research of safety features, to keep improving the goals they’re aiming for. 4 Brand Values The value of brand can be determined in different ways. One way of determining is how Interbrand it does. According to their website1 Interbrand determines these values are based on three key components: financial performance, influence on purchase decisions and on competitive strength. Another way to determine brand value is to look at the perception of customers on a certain brand. That’s how Young & Rubicam2 determines it. They say that the brand value is something unique that’s based on emotional capital as well as relevant strength of the brand. According to ‘Ranking the Brands’, a list of the top 10 most powerful brands of 20153 , BMW ranks the 21st place of the world and Volvo ranks 44th place of the world, which is based on the CoreBrand Index of Tenet Partners. But when looking at the Interbrand rankings of ‘Best Global Brands’, we see that BMW scores a great 11th place with a value of 37,212 $m4 . In this ranking Volvo doesn’t even rank in the top 100. 5 Sources consulted As referenced in the footnotes 1 Interbrand. (2014, October 3). Methodology - Best Global Brands - Best Brands - Interbrand. Retrieved December 20, 2015, from 2 Young & Rubicam. (2004, September 22). BrandAsset Valuator | Young & Rubicam. Retrieved December 20, 2015, from http://young- rubicam.de/tools-wissen/tools/brandasset-valuator/?lang=en 3 Ranking the Brands. (2015, October 20). 100-top Most Powerful Brands - 2015 (Tenet Partners, CoreBrand) | Ranking The Brands. Retrieved December 20, 2015, from http://www.rankingthebrands.com/The-Brand-Rankings.aspx?rankingID=85&year=932 4 Interbrand. (2015, October 5). Rankings - 2015 - Best Global Brands - Best Brands - Interbrand. Retrieved December 20, 2015, from http://interbrand.com/best-brands/best-global-brands/2015/ranking/#?sortBy=brandValue&sortAscending=true&listFormat=ls

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