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BMW Brand Audit
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2. Before we start… Will multi-segment strategy hurt a luxury brand’s image and customer loyalty in the long run?
3. Contents of Presentation Recommendations for Brand Strategy Issues and Problems A Health Check on BMW Current Brand Strategy BMW Brand Inventory
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20. A Health Check on BMW Brand Recommendation Intention 7.69 / 10 Overall Attitude 8.34 /10
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30. Hope this answers your question 1. Let’s clarify the problem first: appealing to multi-segments is NOT the opposite to being a prestigious and luxury brand. Because… The problem with the current “joy” campaign that potentially lowers its image (5% respondents mentioned it), is because it makes BMW look like it’s for EVERYONE . But BMW is not for everyone.The ‘multi-segments’ (family, female, young and senior) BMW targets at are still those among high income and social status. The challenge is how can BMW appeal to each segment skillfully so that it maintains its exclusivity to its existing customers. Will multi-segment targeting hurt BMW’s brand image and brand loyalty in the long run?
people think they know how to drive, so they always ignore the directions, so we using one on one driving instructors to learn more special points about BMW.
To improve the BMW ’ s performance and durability, we will hold the long way around compaign, to make a reality TV about BMW car trip around the world. Co-operate with the best reality TV editor-
Because BMW already become the police car in a number of countries, We also will make the documentary of the BMW police to show the durability and excellent performance of BMW.
To appeal female consumers we will launch the print ad BMW In Bloom at the high end fashion magezines like vogue , o magazine, to build the BMW is important identity for females like your harme ’ s