Product and Branding Strategies

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The Marketing Mix: Product and Branding Strategies (BMW) BMW is brand that people trust and look up to with high esteem. It is a German brand. Automobiles are the greatest product of BMW ever offered by the brand. BMW offers a range of vehicles, so the products are definitely not similar.


But overall the two main competitors of BMW are Mercedes and Lexus (Carscoop 2011) All these names are of the luxury car manufacturers. The reason that BMW automobiles are different from its competitors’ vehicles is that BMW offers a wide range of vehicles from luxury to sports cars. BMW vehicles are different on the basis of its design. BMW vehicles are designed keeping in mind the biasness towards sports, whereas Mercedes are designed keeping in mind the comfort and luxury attributes. Innovation rate at BMW is high as compared to the competitors. It has several series or categories of vehicles unlike other vehicle brands e.g. z-series, x-series etc. Brand personality of BMW is of a person who is mobile, wants recognition and freedom. The person wants to be considered important by others. He wants the people to look at him. He is a symbol of status. This refers to the recognition trait of the personality. The freedom trait refers to that the person is free and can go beyond the boundaries anywhere it wants. He wants fun and looks for adventure (Freeman.David 2006) Consumers have a deep relationship with the brand of BMW. This relationship is significant because consumers do not buy this brand only because it performs well but also because it adds meaning to their lives (Fournier.Susan 1998) Consumers associate themselves with the BMW vehicles personally. ...
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