brand analysis

1. BMW
Brand Health Check
Anand, Paulose, Deepak, Tom, Cyril

2. AGENDA
 BMW a Glance
 Campaigns
 BrandValue
 POP & POD
 User Profile
 Brand Personality
 CBBE Matrix
 Mental Map
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3. Quick Facts
 BMW – Bavarian Motor
Works
 ESTD : 1916
 German Carmaker
 HQ – Munich, Bavaria
 Brand Mantra –
 ‘The ultimate driving machine ‘
 UK, USA,Australia
 ‘Sheer driving pleasure’
 Rest of the world
 Dixi – First Car (1928)
ROLLS
ROYCE
BMW
MOTORRA
D
MINI
BRANDS OWNED BY BMW
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4. 12/2/2014SJCBA4
 Campaigns
 Advertisements in different media
 Television, Online ( social networks, youtube ), Hoardings
 Ambassadors – Sports persons
 Motorsports – Formula one engine supplier (19 titles)
 Touring rally
 BMW Motorsport is expanding its range of cars within the BMW
SportsTrophy Customer Racing programme
 KUMHO BMW Championship in UK exclusively for BMW owners
 Automotive Sponsor of Sochi Olympics – 2014

5. Brand Value – Forbes
Sl No Brand Name Value (Bn $) % Change Revenue
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6. POD POP
Expensive
Social Status
Luxury
Design &
Style
Performance
Innovation
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7. User Profile
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• 30 - 50AGE
• Any
• Male – 80% +Gender
• Sec - A
• 125,000 + USD ( Single )
• 200,000 + USD ( Family )
Economic
Status
• Sporty
• Sophisticated
• Fashionable & Aggressive
Perception

8. Brand Personality
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Young – 20 - 40Yrs
Old
Male
90 %
Sachin
Tendulkar -
India
Sophisticated
Sporty
Darren
Sammy –
West Indies
Sec - A Fashionable
Alessand
ro
Zandari
BRAND AMBASSADORS

9. CBBE PYRAMID
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 Salience – High awareness: German marvel, best in the class,
excellent finish.
 Brand Performance – Exceptional Customer service, good
resale value, less maintenance, less polluting, superb on road
performance.
 Brand Imagery – Historical and classic image: since 1916,
associated with racing events and Rallies.
 Judgment – State of the art technology and quality: world class
cars, innovation and design, clever design, simple to operate.
 Feelings – Social approval and self respect, environment
concern.
 Resonance - Top notch quality and comfort: high loyalty, high
repeat purchase

10. Mental Map
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BMW
Performance
Style &
Design
Status
Reliability
Quality
Passion

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