BMW Branding Strategy and Marketing Case Study
Analysis and examples of BMW’s identity, positioning, key messages, tone of voice, brand archetypes, customer benefits, competitors, and marketing content.
Customers
Target Customer
Performance-minded premium car owners
Primary Need (Job To Be Done)
Drive a luxury vehicle that puts a high emphasis on performance and driving experience
Brand Visual Identity & Content
Primary Brand Colors
#0064B2
#FFFFFF
Brand Typefaces
- BMW Type Next Latin
Hero Content
Hero Content Type
Photo
Content Features People
Yes
Brand Messaging
Key Messages
Benefit or Feature Focus
Benefit
Tone of Voice
Brand Positioning (Elements of Value)
Aspirational
Self-Actualization
Emotional
Badge Value
Functional
Quality
Reduces Risk
Variety
Brand Benefits
Benefit #1
Luxury design from a trusted brand that’s been around for over 100 years
Benefit #2
Fun and enjoyable driving experience with a strong emphasis on performance, handling, and acceleration
Benefit #3
A path to transition into electric vehicles with a brand I trust to deliver on performance and luxury
Competition
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