Branding Governing Product Development

BMW: Branding Governing Product Development




Company Background
BMW¡¦s 75 year history of car production has been one of comparative stability and success. The company has grown sales and revenue to all time highs and expanded production and sales into new markets.

The company puts driving first ¡V ¡¥the ultimate driving machine¡¦ ¡V and has excelled in innovation as well as quality. The focus on technology and design is paramount within the organisation. Its management endorse and defend this perspective, identifying it as a key component of its brand, what BMW is all about. They further attribute the disastrous acquisition of the Rover brand and production facilities to the impossibility of one company successfully managing a portfolio of diverse brands pitched at different levels of the market.

At first glance, it appears that BMW is getting everything right. Its revenues are increasing and BMW ranks as the fifth luxury brand in the US...