Branding Theory and Branding Strategy Applications of BMW

Essay by ozgurmadranUniversity, Bachelor'sA, August 2009

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ABSTRACTAccording to the 4th law of the now classic 'The 22 Immutable Laws of Marketing' by Ries and Trout, marketing is not a battle of products but of perception. Consumers don't just buy a product for its attributes. They buy it for the experience, value and the emotional benefit that the particular product provides. The product might be as good as, or better than, the competitor's; but as long as the consumer perceives the product to be not superior or not different from others, the product can't become successful.

And the only way a marketer can differentiate his or her product from its competitor is by Branding it; by giving it a distinct identity.

And in this age of merging markets, falling barriers and increased connectivity; the visibility and use of different products and services in different local and international markets have become a common phenomena. Thus the various MNC's are now increasingly fiddling with concept of global branding; a way to have a distinct identity among the consumers in the international market.

The car making industry has reached being a very dynamic one in the recent years. Even though the significant use of this sector has been to meet the customer's expectations to travel from one place to another comfortably, the continuously evolving market, has gradually turned customer's needs into wants paving way for heavy competition in the car industry arena. This study gives a literature on branding, brand equity, global brand management, a brief case study on BMW, one of the leading auto brands in the sector and how they successfully apply branding and marketing tools in accomplishing the status they have acquired now. Even though BMW manufactures various vehicles including motorbikes and are into financial service sector, this study will underline only the cars produced...