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The Customer Based Brand Equity Pyramid

Most of the BMW communication takes place through print media in magazines and newspapers. This is supported by communication through TV advertisements and point of sales promotion. More recently a good company has a state of the art web portal, BMW websites are highly informative, interactive and a pleasure to view. You can get any amount of detailed information regarding the prices, features, retailers, and support services etc. You will discover company specified retailers and distributors across the world who are in regular touch with the parent and comply implicitly. Dealers also have round the clock servicing and repair. BMW also has a car or truck portal where one can choose and buy his/her appropriate model.

Brand Exploratory

Customer knowledge: BMW has successfully leveraged its history and tradition of excellence along with innovation to be the most famous and recognized carmaker on the globe. Typical consumer brand associations for BMW might be "heritage", "stylish", "luxurious", "powerful", "elegant", "performance" and "fuel efficient" to a extent.

Sources of brand equity: The BMW name, one of the oldest in the annals of car makers, is no doubt can be an important way to obtain brand equity. But being a German car is also a key way to obtain brand equity. The symbol with white and blue partitioned circle is a known symbol all over the world. The fact that it's a German engineered car adds a ton to its brand equity. Germans will be the best engineers in the whole world. BMW has a Brand Ambassador named as Maria Ilieva, who's a Bulgarian Singer and Producer, recognized as a most successful female vocal artist.

Sponsorships: BMW has been engaged in motorsport activities because the dawn of the first BMW motorcycle. It really is currently sponsoring:

Formula BMW - A Junior racing Formula category.

Kumho BMW Championship - A BMW-exclusive championship run in britain.

Games:

Formula One - BMW has won 19 Grands Prix as an engine supplier. In July 2009, BMW announced that it could withdraw from Formula One at the end of this year's 2009 season.

Touring car racing - BMW has a long and successful history in touring car racing.

Motorcycle Rally - BMW motorcycles have won Paris Dakar Rally 6 times.

Philanthropy: The business is a charter member of the U. S. Environmental Protection Agency's (EPA) National Environmental Achievement Track, which recognizes companies because of their environmental stewardship and performance. It is also a member of the South Carolina Environmental Excellence Program and is also on the Dow Jones Sustainability Group Index, which rates environmentally friendly companies. BMW has taken measures to reduce the impact the business has on the environment. It is trying to create less-polluting cars by causing existing models more efficient, as well as developing green fuels for future vehicles. Possibilities include: energy, hybrid power (combustion, engines and electric motors) hydrogen engines.

BMW offers 49 models with EU5/6 emissions norm and nearly 20 models with CO2 output less than 140 g/km, which puts it on the lowest tax group and for that reason could provide the future owner with eco-bonus offered from some European states.

At brand level, too, BMW does much better than its main rivals in the premium segment by more than half a liter of fuel consumption with the average level of 160 g CO2/km. The vehicles of the next best competitor have a CO2 emissions level of 16 grams more than the models of the brand BMW, with the next competitor after this at a rate which is really as much as 28 g greater than the brand BMW - equal to a whole liter of diesel. Between 2006 and 2008, the brand BMW achieved a reduction in fuel consumption of 16%, more than doubling the reduction attained by another best premium segment competitor. At the same, BMW vehicles are still well before their rivals in conditions of average engine output

BMW Mental Map

Luxury Image

Stylish

Powerful

Heritage

Efficient

Performance

BMW

(BMW mental map)

The customer based brand equity pyramid (CBBE):

The BMW customer based brand equity is equally strong on the left and right hand sides. It is also strong from bottom to top, enjoying the best brand knowing of a carmaker as well as high repeat purchase rates and customer loyalty. To a certain degree BMW has successfully focused on both superior product attributes and the imagery associated with owning and driving a BMW.

Points of parity

German automaker, Quality engineering, Durable, Stylish & sleek designs, Attractive

Points of difference

History and heritage, Characteristic Symbol, Quantity of variants, Luxury with Performance efficiency

CBBE Pyramid

CBBE Pyramid attributes

Resonance: First class quality and comfort: high loyalty, high repeat purchase,

Judgment: State-of-the-art technology and quality: top notch cars, innovation and design, clever design, simple to operate.

Feelings: Social approval and self respect, environment concern.

Performance: Exceptional Customer support, good resale value, less maintenance, less polluting, superb on road performance.

Imagery: Historical and classic image: since 1916, associated with racing events and Rallies.

Salience: High awareness: German marvel, best in the class, excellent finish.

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