Bmw : Redefining Premium Brand

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Bmw : Redefining Premium Brand

BMW: Redefining Premium Brand Identity

BMW: Redefining Premium Brand Identity

MGMT 8700 Strategic Management

MBA Trimester 2, 2011

|Patrick Gallagher |20805458 |
|Sion Karta |20182345 |
|Mark Lim |10468237 |
|Wei Zhe Poh |20605321 |
|Jackie Tran |20597931 |
|Janifer Yap |20841177 |

BMW: Redefining Premium Brand Identity

|Table of Contents | |
| List of Tables and |4 |
|Figures............................................................................................................... | |
| BMW Case Study |5 |
|........................................................................................................................... | |
| Introduction |5 |
|................................................................................................................................. | |
| Company History |6 |
|........................................................................................................................ | |
| Brand Expansion – The Failure of the

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