Evaluation of the Effectiveness of BMW Branding Strategy in the UK Market

Evaluation of the Effectiveness of BMW
Branding Strategy in the UK Market

Table of Contents
Introduction......................................................................................................................................3
Investigate the Phenomenon of Building the BMW Brand through Boomers, Gen X, Gen Y and
Gen Z...............................................................................................................................................4
Identify the Factors that made BMW Company to build up a Solid Brand when the Advertising
was Poor...........................................................................................................................................5
Analyzing the BMW Segmentation, Targeting and Positioning in the UK Market........................6
The Main Methodology Used by BMW to Achieve Greater Economy of UK Market..................7
Conclusion.......................................................................................................................................8
Reference.........................................................................................................................................9

Introduction
In the vast market of globalization, the companies emerging need to have a strong base of
marketing and focus on the strategy of branding (Baumeister et al., 2015). Strategies are crucial
ways of determining the methods and techniques of sustainability of a company. A branding
strategy is essential for a company in order to sustain for a long period in the market. This
strategy is effective for a long time sustainability of the emerging company or for a well-
established company to thrive in the market to achieve higher goals of accomplishment (Keller,
2017). This report is regarding the evaluation of the effectiveness of BMW branding strategy in
the UK market. The report sheds variable information regarding the factors that made the
company of BMW to build a solid brand during its period of relatively poor advertising (Atwal
and Williams, 2017). The significant analysis regarding the segmentation, targeting and
positioning of the brand in the UK market has been provided, along with proper insight on the
company’s prime methodology to acquire greater economy in the UK market.
Company Background
The luxury automotive company Bayerische Motoren Werke AG was established on March 6,
1916 with it’s headquarter office situated at Munich, Germany. The automotive company has
been experienced in manufacturing different automotive segments of cars and motorcycle along
with off road vehicles that has extended the company status globally and internationally. The
multinational German company has mostly focused on manufacturing automotive vehicles,
which are of premium range (Kapferer, 2016). There is no range of vehicle under BMW that
belongs to a mediocre range. The range of production under BMW has been luxurious and
magnifies the prospect of pricing for several years since its inception. The brand has been
considered as a leading brand of automotive industry that mainly targets customers from a
extensive career with high income. The potential range of customers is from the age group of 35
to 50 years. The factor of cost makes this brand an exclusive in the range of automotive industry.

Investigate the Phenomenon of Building the BMW Brand through Boomers, Gen X, Gen Y
and Gen Z
The range of generations is a series of timeline that records the demographic cohort of various
brands and emerging business industries (Okonkwo, 2016). This list of generations has started
from the lost generation, followed by greatest generation, silent generation, and baby boomers,
Generation X, Generation Y and Generation Z. The magnificent brand of BMW has started its
journey in 1916 and has started its journey as a luxurious brand around 1945.
This distinction lists the brand under Baby boomers, which has started its journey within the
period of 1946 and 1964 (Jelinek, 2018). However, the company of BMW has started its journey
from the 1920s by manufacturing aircraft engine for German companies and gained recognition
in the market. From the period of 1923 to 1939, BMW has specialized its brand as manufacturing
automotive vehicles of mostly cars and motorcycle. The company started its journey as a car
manufacturing brand with its first vehicle of BMW model 3/15 PS and started its motorcycle
manufacturing withR32 model. During the period of World War II, from 1939 to 1945 the
company started its journey through the generation Baby boomer. The company has
manufactured model of aircraft engine for Luftwaffe, an aircraft company of Germany (Uggla,
2017). The famous world wear engines manufactured by the company include BMW 132 AND
BMW 801 radial engine along with BMW 003 axial flow turbo jet. This period of boomers
where BMW thrived includes a dynamic definition and recognition of traditional values. The
significance and reflection of this redefinition has provoked the growth of BMW as a brand. This
was a period for BMW that included huge areas of peak in their career and establishment of
various luxurious brands. Along with huge contribution of manufacturing high scale engines for
the aircraft companies in Germany, BMW as an automotive brand has emerged as a huge brand
for cars and motorcycles as well. The post war era for BMW has been hard for the brand to live
on automotive industry. The manufactures of BMW in East Germany was highly banned by
Soviet Union and the remaining production of automobiles like cars and motorcycles were
banned later. Thus, the later period of the brand in the baby boomer generation has not thrived
well. The generation X period extends from mid 1960s to early 1980s. The beginning of the
BMW brand in the generation X has not thrived well since the company lost most of its shares
and was running under s huge loss. The motorcycle series was terminated in Germany with a