STUDENT NAME Devesh Rajak
CARDIFF ROLL NO St20191537
BSP6030: Strategic Brand Management &
SUBJECT
Effective Advertising
COURSE BABM (Level-6)
MODULE LEADER Prof. Vijay Tandon
TOPIC BMW
1|Page
, Table of Contents
Branding Strategy – BMW. ............................................................................................. 3
Brand extension. ......................................................................................................... 4
Line extension. ............................................................................................................ 4
Co – Branding. ............................................................................................................. 5
Marketing strategies through Advertisements - BMW. ................................................. 7
Advertising Campaign between 2005 – 2020. ............................................................ 7
Leveraging Brand Identity for Brand Extension - BMW. .............................................. 10
Shift from Conventional to Non-Conventional source – BMW. ............................... 11
From Cars to Lifestyle – BMW. .................................................................................. 12
Brand positioning for Sustainable Competitive Advantage – BMW. ........................... 13
Brand prism – BMW. .................................................................................................... 15
Bibliography .................................................................................................................. 18
2|Page
, Branding Strategy – BMW.
“The key to branding is to focus on a limited number of issue areas and develop
superb expertise in those areas” – Philip Kotler.
When a consumer uses a product, he thinks about the brand. It is what gives the
product its name, makes it identifiable, and aids in the creation of an intimate
bond between the brand and the customer. (Stealing Share, 2021)
However, a brand is more than just a name, image, and tagline. It's a customer's
experience purchasing a product, a consumer's experience using the product,
and the target market's view of the brand, product, or service.
One of the most crucial aspects of business strategy is branding, which offers a
long-term strategic edge. Branding helps a corporation to set itself apart from
its rivals' goods and services.
Bavarian Motor Works often referred as BMW is a 1916 incorporated German
MNC which manufactures and distributes Luxury Automobile, Motorcycles,
Bikes & Apparels. It is one of the leading producers of state-of-the-art vehicle
manufacturer & one of the bestselling car brand across the globe.
Branding strategy of BMW has helped it to develop its brand around 5 basic
elements of branding i.e.
1. Memorable.
2. Meaningful.
3. Transferrable.
4. Likeability.
5. Protectible.
Branding strategy at BMW has played a very pivotal role for achieving a
competitive position in the market and achieve high creditability & equity.
3|Page
CARDIFF ROLL NO St20191537
BSP6030: Strategic Brand Management &
SUBJECT
Effective Advertising
COURSE BABM (Level-6)
MODULE LEADER Prof. Vijay Tandon
TOPIC BMW
1|Page
, Table of Contents
Branding Strategy – BMW. ............................................................................................. 3
Brand extension. ......................................................................................................... 4
Line extension. ............................................................................................................ 4
Co – Branding. ............................................................................................................. 5
Marketing strategies through Advertisements - BMW. ................................................. 7
Advertising Campaign between 2005 – 2020. ............................................................ 7
Leveraging Brand Identity for Brand Extension - BMW. .............................................. 10
Shift from Conventional to Non-Conventional source – BMW. ............................... 11
From Cars to Lifestyle – BMW. .................................................................................. 12
Brand positioning for Sustainable Competitive Advantage – BMW. ........................... 13
Brand prism – BMW. .................................................................................................... 15
Bibliography .................................................................................................................. 18
2|Page
, Branding Strategy – BMW.
“The key to branding is to focus on a limited number of issue areas and develop
superb expertise in those areas” – Philip Kotler.
When a consumer uses a product, he thinks about the brand. It is what gives the
product its name, makes it identifiable, and aids in the creation of an intimate
bond between the brand and the customer. (Stealing Share, 2021)
However, a brand is more than just a name, image, and tagline. It's a customer's
experience purchasing a product, a consumer's experience using the product,
and the target market's view of the brand, product, or service.
One of the most crucial aspects of business strategy is branding, which offers a
long-term strategic edge. Branding helps a corporation to set itself apart from
its rivals' goods and services.
Bavarian Motor Works often referred as BMW is a 1916 incorporated German
MNC which manufactures and distributes Luxury Automobile, Motorcycles,
Bikes & Apparels. It is one of the leading producers of state-of-the-art vehicle
manufacturer & one of the bestselling car brand across the globe.
Branding strategy of BMW has helped it to develop its brand around 5 basic
elements of branding i.e.
1. Memorable.
2. Meaningful.
3. Transferrable.
4. Likeability.
5. Protectible.
Branding strategy at BMW has played a very pivotal role for achieving a
competitive position in the market and achieve high creditability & equity.
3|Page
