Brand Architecture
BMW is one of the most recognized premium car manufacturers in the world. Brand associated with quality, class, exceptional design, outstanding performance and innovation. BMW has a well-structured brand hierarchy where at the corporate brand level BMW pioneered the luxury sports car category by combining distinct style and performance consideration. BMW has a smart positioning with corporate brands and offers a large fleet of models that vary in price, quality and performance. Below is a brief brand- product matrix:
Product Models Entry level small vehicles Entry level small sedan Luxury medium Sedan Sport Coupe & convertibles Top of the line Luxury 4WD & SUV Recreation Outdoor
1 & Mini Series
3 Series
5 Series
Z4& 6 Series
7 Series
X Series
Points of parity are that they are luxury vehicles and points of difference are BMW’s performance features. Clear brand positioning and well-differentiated sub- brands shows in 1, 3, 5, 7 series. These brands cover different segments of the market in relation to price, size and quality. New models introduced later to expand the brand portfolio like X3, X5, Z4, M3, and 6 series. The 1 & 3 series models brought new customers into the company’s brand franchise, with the expectation that later these customers will be switching to higher priced models like 5 and 7 series (design to attracts rich and wealthy business people).
BMW’s branding approach helps the company to expand coverage throughout different segments and markets, provide brand protection and minimize overlapping. Each of the sub brand names has a well-defined role and positioning, which does not overlay with the other sub brands. Individually each car model offers unique benefits to its client segment.
BMW’s brand hierarchy is characterized well in the firm’s strategy by displaying the mutual characteristics of all BMW cars throughout its portfolio, which are linked with luxury, performance, joy of driving and
Product Models Entry level small vehicles Entry level small sedan Luxury medium Sedan Sport Coupe & convertibles Top of the line Luxury 4WD & SUV Recreation Outdoor
1 & Mini Series
3 Series
5 Series
Z4& 6 Series
7 Series
X Series
Points of parity are that they are luxury vehicles and points of difference are BMW’s performance features. Clear brand positioning and well-differentiated sub- brands shows in 1, 3, 5, 7 series. These brands cover different segments of the market in relation to price, size and quality. New models introduced later to expand the brand portfolio like X3, X5, Z4, M3, and 6 series. The 1 & 3 series models brought new customers into the company’s brand franchise, with the expectation that later these customers will be switching to higher priced models like 5 and 7 series (design to attracts rich and wealthy business people).
BMW’s branding approach helps the company to expand coverage throughout different segments and markets, provide brand protection and minimize overlapping. Each of the sub brand names has a well-defined role and positioning, which does not overlay with the other sub brands. Individually each car model offers unique benefits to its client segment.
BMW’s brand hierarchy is characterized well in the firm’s strategy by displaying the mutual characteristics of all BMW cars throughout its portfolio, which are linked with luxury, performance, joy of driving and
References: Bibliography Brandirectory. (2012). Global-500-2012. Retrieved from brandirectory.com: http://brandirectory.com/league_tables/table/global-500-2012/