BMW Brand Equity Analysis Report(BEAR) - Research Paper Example

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BMW Brand Equity Analysis Report(BEAR)

Challenges that are being faced by the firm will be provided including recommendations necessary for implementation in order to realize success in the company. The recommendations should be taken into consideration if significant success and consistent quality are to be enhanced.
BMW is short for Bavarian Motor Works which began in the early years of the twentieth century. It first began as an aircraft engine manufacturing in Germany. The success of its 6-cylinder BMW IIIa engine saw it become a publicly traded company (Easton, 2008, p. 1). The license to manufacture automobiles was obtained in the year 1928. Throughout the years, it has been able to gain reputation for innovation, as well as, quality in the automobile, aircraft engines and motorcycle fields. Its reputation has continued to grow owing to its award winning performance and impressive designs.
BMW was listed by Forbes.com as the most reputable company in the world in the year 2012. The rankings were obviously based on such issues as people’s willingness to invest in the company, to buy, to work for and to recommend. Their perception of the products and the company were useful in the rankings. The BMW group sponsor is Bundesliga’s club and was also an official sponsor of the London 2012 Olympics. In 2010, it made a six-year sponsorship deal with USOC which is short for United States Olympic Committee. It has also sponsored many European golf events both in Italy and Germany.
The brand has the right products that they have put in place, and they have continued to keep them competitive and attractive over the lifecycle. They have a lifecycle that follow a specific nomenclature. The nomenclature is applicable for both the automobiles and the motorcycle (Giuliani, 2012, p. 8). The brand has its presence in the global world and has the knowledge to delight customers around the globe. The company is looking into expanding ...Show more

Summary

It has continued to be the largest leading manufacturer of cars in terms of sales volumes. There three brands, Mini, Rolls-Royce and BMW have also been able to set…
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