BMW Brand Audit

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Before we start… Will multi-segment strategy hurt a luxury brand’s image and customer loyalty in the long run?

Contents of Presentation Recommendations for Brand Strategy Issues and Problems A Health Check on BMW Current Brand Strategy BMW Brand Inventory

BMW Group ,[object Object],Focus of our brand audit BMW-Brand Motorcycle Rolls Royce CAR MINI CAR BMW-Brand CAR

Brand Inventory ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Brand Inventory ,[object Object],[object Object],[object Object]

Current Brand Strategy ,[object Object],Overall brand position: Luxury performance car Performance Design & Style Innovation Luxury High quality Social status Point of difference Point of parity Mercedez-Benz Audi

[object Object],[object Object],Current Brand Strategy

Current Brand Strategy ,[object Object],[object Object],[object Object],“ Joy” covers: car performance; reliability; driving pleasure; fuel efficiency; new models etc. Family; senior; women; young

Current Brand Strategy ,[object Object],Keller (2008): Customer-Based Brand Equity Model (CBBE) Marketing through various advertisement media Appeal to both genders; senior & young Driving pleasure “Joy follows heart” Encourage family use; commute (company car) Car performance:”Joy is rewarding” New designs “Joy is the new X1…” Ad image of family caregiver; joygiver “ Joy wants to be tested”

Current Brand Strategy ,[object Object],[object Object],[object Object],We will prove if the statement tells the whole story, and if not, we will find out what needs to be improved.

A Health Check on BMW Brand 1 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],2 ,[object Object],[object Object],[object Object]

A Health Check on BMW Brand ,[object Object],[object Object],BMW has got top-of-mind brand awareness in car category BMW is ranked at top place in consumers’ consideration set Category brand awareness Purchase consideration

A Health Check on BMW Brand ,[object Object],[object Object],ranking ranking ranking ranking Commuting Familiy outing Friends get-together Upper-class occasions BMW Brand awareness in family usage is low.

A Health Check on BMW Brand ,[object Object],1 3 5 Expensive Social status Sports car Style & design Luxury -‘ Performance ’ didn’t make it to top 5. Core Brand Associations 4 2

A Health Check on BMW Brand ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],BMW = man’s car? BMW = senior’s car?

A Health Check on BMW Brand ,[object Object],[object Object],Rankings on BMW’s performance and durability are far weaker than competitors. 3 = strongly agree -3 = strongly disagree

A Health Check on BMW Brand ,[object Object],Warmth, which associates to ‘caring’, ‘cozy’ and ‘family’, is the weakest feeling BMW gives to the consumers. social

A Health Check on BMW Brand ,[object Object],[object Object],[object Object],[object Object],[object Object]

A Health Check on BMW Brand Recommendation Intention 7.69 / 10 Overall Attitude 8.34 /10

A Health Check on BMW Brand ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The former slogan is more powerful; the latter is more appropriate for both genders and reflects on current “joy” campaign; attitudes towards the two slogans are not widely divided… we leave the slogans the way they are.

A Health Check on BMW ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Problems and Issues ,[object Object],[object Object],[object Object],Now we’ve got a list of problems…

Recommendations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Recommendations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Recommendations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],China Taiwan Germany Dubai Netherlands

Recommendations ,[object Object],[object Object],[object Object]

Recommendations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Recommendations ,[object Object],[object Object],[object Object],And above all…

Hope this answers your question 1. Let’s clarify the problem first: appealing to multi-segments is NOT the opposite to being a prestigious and luxury brand. Because… The problem with the current “joy” campaign that potentially lowers its image (5% respondents mentioned it), is because it makes BMW look like it’s for EVERYONE . But BMW is not for everyone.The ‘multi-segments’ (family, female, young and senior) BMW targets at are still those among high income and social status. The challenge is how can BMW appeal to each segment skillfully so that it maintains its exclusivity to its existing customers. Will multi-segment targeting hurt BMW’s brand image and brand loyalty in the long run?

[object Object],[object Object],[object Object],[object Object],[object Object],Solution Joy (for all) Joy of individual luxury

Solution ,[object Object],[object Object],[object Object],[object Object],[object Object]

Limitations and References ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

BMW Brand Audit

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