Brand Equity of BMW

Brand Awareness
BMW is the world most leading automobile brand, which gained immense fame in the
mechanical engineering eld. It use e ective strategies for creating brand awareness among
people, because of strong competition from Audi, Ferrari and many others. Its strong
marketing campaign helps it in gaining more sales than its competitors. Its advertisements are
e ective and eye-catching. It communicate with people through verbal and non-verbal ads,
like television ads, billboards etc. BMW has gained much recognition because of is
economical fuel consumption and electric cars, which later it rivals also introduced
(Motavalli, 2011).

Brand Association
BMW has shared its brand association with it biggest rival Audi that include “fast, nice, class
and cool”. The vehicles of BMW are performing well, by providing joy to clients through
marketing campaigns across the globe. It has associated itself in consumer’s mind as fast, and
peed loving cars. It I concerned about indulging itself in combination of associations to play
distinctively in the market for developing the image of “yuppie, rich and asshole sob”. It has
endorsed many famous celebrities to provide the image of luxury, classy, fast, and rich look
to the consumers. It is expensive, but worth every penny because of quality (Ansett, 2018).

Brand Asset
BMW is a German company, which is involved in manufacturing automobile, motorbikes
and aircraft engines. It has many groups, like mini, John cooper works etc., and also involved
in tertiary sector. It has manufactured many luxurious cars, and electric cars, to bring the
glamor and sense of luxury in the people lives. It is considered as one of the top brand across
the globe, which earn billions of revenue. It has been said that its fastest innovation is one of
the main reason of its assets (BMW, 2018).

Brand Loyalty
No doubt, BMW is ranked top for having satis ed customers, and best performance in the
automobile industry. BMW has shown its design, performance, style, innovation and class
by providing luxurious, high class, and according to the social statues cars to the consumers.
The customers feel joy with its performance, reliability, fuel e ciency, new models, driving
pleasure, and amazing features, which continuously come in automobile market. BMW is
successful in maintaining its strong customer base, and still there is a world, who do not
switch to Audi, Ferrari, and others (Ansett, 2018).
Brand Element
BMW- the driving force of mobility, bring the complete richy pleasure because of its logo,
and amazing classy, and shining appearance. Its aerodynamic designs has gain lot of
attention and fame. Its kidney grille, and Quad headlights, are only their own design, for
which people pay thousands of dollars. The white and blue logo with BMW embossed, is one
of the best thing and force people to spend their money on this logo. Every time, it comes up
with new model that open the eyes of people. (Leith, 2015).