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Bavarian Motor Works (BMW)

C/B/390. BMW Branding

WORDS:
4000
DATE:
2006
PRICE:
49.99 GBP

The report looks at BMW, the world's leading manufacturer of premium cars, its history of development, and marketing and branding strategy. Apart from the factual information, the analysis is complemented with various theories and models such as the Porter's Generic Strategies and the Bowman's Strategy Clock. The role of strong brands in ensuring a company's sustainable competitive advantage is also discussed in the report. The author similarly highlights the categorisation of brands and branding strategies and their application by BMW.

 

KEYWORDS: Brand, strategy, competitive advantage, cars, premium, industry, MINI, Rolls-Royce, BM,

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