Brand Architecture

BMW is one of the just about recognized aid automobile manufacturers in the world. Brand associated with quality, class, prodigious design, outstanding performance and innovation. BMW has a well-structured mark off hierarchy where at the corporate injury level BMW pioneered the luxury sports car family line by combining distinct mood and performance consideration. BMW has a smart billet with corporate markings and offers a large hap of models that vary in price, quality and performance.Below is a brief brand- product matrix w be ModelsEntry level weeny vehiclesEntry level sm exclusively sedanLuxury medium SedanSport Coupe & convertiblesTop of the line Luxury4WD & SUV Recreation open-air(prenominal) 1 & Mini Series 3 Series 5 Series Z4& 6 Series 7 Series X Series Points of parity be that they are luxury vehicles and points of difference are BMWs performance features. Clear brand put and well- variediated grinder- brands shows in 1, 3, 5, 7 serial publication. These brands cover different segments of the market in relation to price, sizing of it and quality.New models introduced later to expand the brand portfolio manage X3, X5, Z4, M3, and 6 series. The 1 & 3 series models brought new customers into the companys brand franchise, with the expectation that later these customers will be switching to full(prenominal)er priced models like 5 and 7 series (design to attracts rich and squiffy transmission line people). BMWs branding greet helps the company to expand coverage throughout different segments and markets, provide brand justification and minimize overlapping.Each of the sub brand names has a well-defined role and positioning, which does non overlay with the former(a) sub brands. one by one each car model offers alone(p) benefits to its client segment. BMWs brand hierarchy is characterized well in the firms strategy by displaying the mutual characteristics of all BMW cars throughout its portfolio, which are linked with luxury, pe rformance, triumph of private road and quality. At the same term there are rattling all the way distinctive features and uncommon characteristics of each of these sub rands revealing their uniqueness and differentiation. For example, the 3series mid size luxury sedan targets drivers that are olden betwixt 25-34 years of age with erstwhile(a) body but younger in spirit. These people see driving as an escape from their normal routine, and they are looking for a sedan that has or so performance qualities. On the other hatful the 7 series models targets the high-end sophisticated business consumers who desire to demonstrate success.I would like to expose an example of brand hierarchy for BMW (from exceed to bottom) corporate (or company brand) is the brand BMW, comprehensive brand would be Mini series, the idiosyncratic brand would be Mini Cooper, and in the end the modifier will be the Clubman model. pellucidness and brand awareness is strongly apply in BMWs brand. Thi s helps to improve consumers understanding about the product thread and also communicate clearly the similarities and differences between the different models. BMW have a high level of awareness on credit and recall.This maximizes the transfer of equity from the brand to the psyche models, which improves trials, and leads to repeat purchases. The image is favorable, strong and relevant. The most common association with BMW brand is performance, vogue and luxury. BMWs principle in conniving their brand portfolio is to maximize market coverage so that no potential customers are being ignored, but on the other hand minimize brand overlap, so that different models from the portfolio are not competing among themselves to substantiate the same customers support.Each sub-brand has its knowledge distinctive target market and positioning. As a result of BMWs exceeding brand architecture in the experience Global 500 brands for 2012 survey, BMW scores very high. From all car manufactur ers worldwide they be as the second best car manufacturer brand after Toyota (Brandirectory, 2012). References Bibliography Brandirectory. (2012). Global-500-2012. Retrieved from brandirectory. com http//brandirectory. com/league_ tabularises/table/global-500-2012/