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  • BMW

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    srirock
    66 vizualizări9 pagini
    BMW has been engaged in motorsport activities since the dawn of the first BMW motorcycle. The company's strategy is to integrate sustainability throughout the entire value chain to create an added value for the company, the environment and society. The three unwavering values that define the BMW brand, which have been central to its success are: dynamism, challenge and individual satisfaction.

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    BMW has been engaged in motorsport activities since the dawn of the first BMW motorcycle. The company's strategy is to integrate sustainability throughout the entire value chain to create an added value for the company, the environment and society. The three unwavering values that define the BMW brand, which have been central to its success are: dynamism, challenge and individual satisfaction.

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    Attribution Non-Commercial (BY-NC)
    Descărcați ca PPTX, PDF, TXT sau citiți online pe Scribd
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    66 vizualizări9 pagini

    BMW

    Încărcat de

    srirock
    BMW has been engaged in motorsport activities since the dawn of the first BMW motorcycle. The company's strategy is to integrate sustainability throughout the entire value chain to create an added value for the company, the environment and society. The three unwavering values that define the BMW brand, which have been central to its success are: dynamism, challenge and individual satisfaction.

    Drepturi de autor:

    Attribution Non-Commercial (BY-NC)
    Descărcați ca PPTX, PDF, TXT sau citiți online pe Scribd
    Indicator pentru conținut neadecvat
    din 9

    Ult

    Mac imat
    hin e D
    e riv
    ing

    Group
    Members
    Raghavendra ( 18 - 091 )
    Ram ( 18 - 095 )
    Sandeep Kumar ( 18 -
    102 )
    Sridhar Kandra ( 18 -
    110 )
    BMW Mental Map
    Competitive frame of reference
    Core Brand Values
    The three unwavering values that define the
    BMW brand, which have been central to its
    success are: dynamism, challenge and
    These three core values also helped define
    culture
    the firm's positioning from merely a
    manufacturer of cars to a provider of
    individual satisfaction - that the car is
    not boring to drive, that it is not just
    a necessity, but exciting to drive in.
    Brand Mantra
    BMW :  “The Ultimate Driving Machine”
    Mixing and Matching of Brand
    elements
    BMW hopes to expand consumer associations with the
    brand to include things such as innovation,
    excitement, and creativity

    Integrating Brand Marketing


    Activities
    Leveraging of secondary
    associations
    Germany is known for its expertise in the
    production of Automobiles
    BMW has been engaged in motorsport activities
    since the dawn of the first
    BMW motorcycle.
    Formula one
    Moto sport

    Brand Value Chain


    BMW Group’s strategy is to integrate
    sustainability throughout the entire value
    chain to create an added value for the company,
    the environment and society
    Brand Audit
    üResonance
    üJudgment
    üFeelings
    üPerformance
    üImagery
    üSalience
    ü

    Brand Tracking
    Understanding the three dimensions of Brand
    health
    üBrand penetration
    üBrand
    Differentiation
    üFuture Trend
    ü
    Thank

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