BRANDING STRATEGY OF BMW

This luxury automaker’s branding strategy is centered on offering premium goods that emphasize creativity, superb engineering, and cutting-edge technology. BMW includes the following components in its marketing mix:

BMW markets itself as a premium brand that builds premium vehicles and this positioning is mirrored in its pricing policy. Although its automobiles cost more than those of its rivals, the premium is justified by the brand’s reputation for quality and engineering.

The brand’s reputation as a pioneer in engineering and innovation is furthered by the company’s reputation for developing high-performance automobiles. BMW’s advertising demonstrates the company’s emphasis on performance.