The Brand Identity of the BMW
Using Aaker’s and Kapferer’s Models
Amitava Kansabanik (MS12A009)
Chaitanya Sagar (MS12A027)
T Venkateswara Prasad(MS12A097)
Brand identity is looked upon from the perspectives of D. Aaker and Kapferer. Both perspectives are valid in different situations. According to kapferer, a new brand preparing to enter the market builds its brand identity with its core deliverables. On the other hand, Aaker’s view finds relevance for brands already existing in the market and trying to build its brand identity sourcing consumer’s opinions and established perceptions.
The perspectives are illustrated using a strong brand- BMW.
BMW: The Bavarian Motor Works commonly known as BMW is a German automobile, motorcycle and engine manufacturing company founded in 1916. BMW is headquartered in Munich, Bavaria, Germany. It also owns and produces Mini cars, and is the parent company of Rolls-Royce Motor Cars. BMW produces motorcycles under BMW Motorrad. It is one of the best selling luxury automakers in the world.
Now we will discuss the brand identity of BMW in terms of David Aaker’s and Jean Noel Kapferer’s model.
David Aaker’s model is famously called as Brand identity elaboration model.
The elements are
1. Brand as a product: It includes product scope and attributes, quality/value, uses, users and country of origin.
* The brand managers at BMW want to convey to consumers that the product is luxurious, elegant, which gives pleasure while driving.
* BMW is actually maintaining a website which contains the images and advertising videos of its current models.
* These images and advertising videos portray the elegance and luxuriousness.
* They are also...