Principles and Practice of Marketing: BMW UK Case Study

This case study focuses on the branding and international marketing strategy of BMW UK. It discusses the effectiveness of BMW's current branding strategy based on Aaker and Keller's theories of brand equity. It also explores BMW's international marketing strategy and the implications for marketing mix. The study includes a brief description of BMW, its marketing strategy, marketing mix, financial and marketplace performance. The subject is Principles and Practice of Marketing and the course code is not mentioned. The college/university is not mentioned.