Brand elements, framework, how they influence customers, mental map, brand personality , hierarchy, and brand mantra

1. BY;
Tarun Khullar
190010301098

2. Introduction
• BMW is an acronym for Bayerische Motoren Werke AG-- or, in
English, Bavarian Motor Works. Whatever you call it, the German-
based company is one of the world's most respected automakers,
renowned for crafting luxury cars and SUVs that offer superior levels
of driving enjoyment.
• Founded in Munich, the company began in the 1916. as an aircraft
manufacturer.
• A German word Bayerische Motoren Werke stands for both luxury
and performance.

3. History
• After World War I, BMW was forced to cease aircraft (engine)
production by the terms of the Versailes Armistice Treaty.
• The company shifted to motorcycle production in 1923 once the
restrictions of the treaty started to be lifted, followed by automobiles
in 1928–29.
• By 1959 the automotive division of BMW was in financial difficulties
and a shareholders meeting was held to decide whether to go into
liquidation or find a way of carrying on
• It was decided to carry on and to try to cash in on the current
economy car boom enjoyed so successfully by some of Germany's ex-
aircraft manufacturers such as Messerschmitt and Heinkel

6. Brand Element
• BMW Has developed a brand platform of high level awareness and
familiarity with strong and favoured brand association in consumer
memories
• The logo was designed to underline BMW innovative power and
dynamism
• The symbol represent the BMW attractiveness and it BMW intact
create a acknowledgment of the brand
• Memorability is strong because the commonly used name consists of
three letters.

7. Brand Element
• Meaningfulness is strengthened since BMW is an abbreviation of the
company’s formal full name.
• The uniqueness of the letters BMW has allowed the company to
protect the name, and the protectability is enforceable because any
other 3-letter name similar to it would be an obvious attempt to violate
BMW’s trademark.
• The Likability is increased as BMW product increase as well design
has been approved by a lot
• As the Car sales are booming up so there is high adaptability in current
market scenario

9. BRAND MATRA
Brand Name
BMW
Mantra
Ultimate –
Driving
Machine
Tagline
The Ultimate
Driving
Machine
Emotional
Modifier
Ultimate
Descripted
Modifier
Driving
Brand
Function
Experience

11. Magazine
Angel’s are taking care of your car.

12. How BMW influence Customers
• BMW aired a new commercial that featured different people driving car, singing along to a Cat
Stevens song, and putting various political bumper stickers on their BMW. It was evident the ad
was trying to send a unifying message, but they Ask Your Target Market also wanted to know if it
had any impact on consumer opinion of the brand—so they asked 1,000 people to find out.
• Overall, 5 percent of respondents said they’re certain or practically certain they’d choose BMW the
next time they purchased a vehicle; 10% said it was very probable.
• In the end, they Ask Your Target Market said that while the impact on consumer opinion and
potential buying decisions was negligible, there was a noticeable positive impact on a couple of
key attributes. They observed the key takeaways to be:
• Those who saw the ad were more likely to see BMW as a brand that shares their values.
• The ad conveyed a sense of popularity, as it showed how different people could enjoy BMW cars.
• Also, while only about 15% of the survey respondents seemed like they’d seriously consider a
bmw in the future, it’s impossible to say whether or not they actually will somewhere down the
road. The majority may not think they’ll buy a BMW, but in the future when they’re looking for a
new vehicle, a small part of their brain might remember the unifying BMW ad and their positive
perception of the brand. TV car ads plant the seeds that grow into a car purchase.

13. Frame Work

15. 11.15
Brand Hierarchy Tree: BMW
BMW
BMW
(Bike)
Toyota
(SUV)
Mini
Toyota
automatic
Toyota
(Cars)
Series 2 Z
Series 4 i Series 5 Series 6
M
Series 3
I3
I8

16. Brand Personality
Sophisticated
• Upper Class
• Upper Class
• Glamorous
• Good Looking
• Charming
• Charming
• Smooth

17. Branded HouseARCHITECTURE
• BMW
• BMW series 1,2,3,4,5,6,7
• BMW X
• BMW I
• BMW z

18. Competitive analysis in the Marketing
strategy of BMW
• BMW has head on competition with other players
like Audi, Mercedes, Volvo etc. who are betting hard on Asian markets
like China, India and developed markets like USA, UK and European
nations.
• BMW’s SUV’s X3 & X5 are not that successful even in the developed
market while changing life style & increase recreation & tourism there is
upsurge into increase in demand of SUV, resulting into loss of
sales. Audi has some fantastic models up its sleeves and is known to be
even more premium and the choice of A grade customers.
• BMW, with its efforts to get some of the upper middle class segment, is
losing the customer base of its A grade segment. Something which it is
trying to improve with models such as the BMW I8 and GINA mentioned
above. BMW is again marketing itself in the premium range to get back
the ultra premium market share.

19. Conclusion
• BMW’s success lies in its strong sense of identity which is tied to the
experience of driving the machine. BMW is considered as one of the
leading producers of luxury & state of the art vehicles. BMW the
world no.1 premium car company who owns Rolls Royce & MINI
have established itself as a brand having conformance in brand
image – status and driving pleasure –across the world.
• The brand-image of BMW adversely got affected when they recalled
over 7 lakhs cars in 2010 due to pump /Engine/ Battery cable over
problems, they can’t stand by what they meant to “The Ultimate
Driving machine”.
• Over time however, BMW is leading the market with
its innovations in design. The BMW I8 concept is one which has
impressed many and so is the BMW fabric car known as GINA