Erasmus School of
Economics
MSc Behavioural Economics
FEM11031 Branding
Assignment 1
Professor A. Barendregt
21-09-2022
Word count: 3466
1
,Table of Contents
page
1. Successful brands
1.1 BMW 3
1.2 H&M 4
1.3 Nike 5
1.4 Apple 6
1.5 Google 7
2. Unsuccessful brands
2.1 Volkswagen 8
2.2 Primark 9
2.3 Skechers 10
2.4 Blackberry 10
2.5 Yahoo! 11
3. Characteristic differences
3.1 Comparison successful and unsuccessful brands 12
4. Psychological differences
4.1 Psychological differences between brands 16
4.1.1 Identifying 16
4.1.2 Experiencing 16
4.1.3 Integrating 17
4.1.4 Signifying 17
4.1.5 Connecting 17
4.2 Psychological patterns 18
5. Re-branding Blackberry
5.1 New logo, mantra and target group 19
5.2 Brand identity, brand personality and archetype 20
6. Reference list 22
7. Appendix 24
2
, 1. Successful brands
First five successful brands will be discussed followed by five unsuccessful brands.
Reasoning for the choice of these brands can be found in Appendix A.
1.1 BMW
BMW is a German brand that mainly produces cars. It is widely
known for its performance and power. Its slogan is "The
ultimate driving machine", presenting itself as a sports car that
is fast, comfortable and good-looking. Research from
GraphicSpring (2017) has shown an average brand recognition
of 98.3%, meaning that 98.3% of the population recognizes the
BMW via the logo, mantra, advertising or packaging. Next to
that, sales have been increasing over the past years (Figure 1). Therefore, BMW is a
successful brand.
Figure 1. Sales and net profit of BMW from 1989 till 2019.
3
Economics
MSc Behavioural Economics
FEM11031 Branding
Assignment 1
Professor A. Barendregt
21-09-2022
Word count: 3466
1
,Table of Contents
page
1. Successful brands
1.1 BMW 3
1.2 H&M 4
1.3 Nike 5
1.4 Apple 6
1.5 Google 7
2. Unsuccessful brands
2.1 Volkswagen 8
2.2 Primark 9
2.3 Skechers 10
2.4 Blackberry 10
2.5 Yahoo! 11
3. Characteristic differences
3.1 Comparison successful and unsuccessful brands 12
4. Psychological differences
4.1 Psychological differences between brands 16
4.1.1 Identifying 16
4.1.2 Experiencing 16
4.1.3 Integrating 17
4.1.4 Signifying 17
4.1.5 Connecting 17
4.2 Psychological patterns 18
5. Re-branding Blackberry
5.1 New logo, mantra and target group 19
5.2 Brand identity, brand personality and archetype 20
6. Reference list 22
7. Appendix 24
2
, 1. Successful brands
First five successful brands will be discussed followed by five unsuccessful brands.
Reasoning for the choice of these brands can be found in Appendix A.
1.1 BMW
BMW is a German brand that mainly produces cars. It is widely
known for its performance and power. Its slogan is "The
ultimate driving machine", presenting itself as a sports car that
is fast, comfortable and good-looking. Research from
GraphicSpring (2017) has shown an average brand recognition
of 98.3%, meaning that 98.3% of the population recognizes the
BMW via the logo, mantra, advertising or packaging. Next to
that, sales have been increasing over the past years (Figure 1). Therefore, BMW is a
successful brand.
Figure 1. Sales and net profit of BMW from 1989 till 2019.
3
