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.

BMW brand logo

Brand Overview

Category

  • Automotive

Business Type

Physical Products

Website

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

BMW brand hero image

Hero Content Type

Photo

Content Features People

Yes

Brand Messaging

Key Messages

Headline
Norway Road Trip
 
Subheadline
Exploring with care: To the polar circle in the BMW iX
 
CTA
Read More

Benefit or Feature Focus

Benefit

Tone of Voice

Keywords
Smart, Conversational, Informative
 
Dimensions
Funny <> (+1) Serious
Casual (+1) <> Formal
Irreverent <> (+2) Respectful
Enthusiastic <> (+1) Matter of Fact

Aspirational

Self-Actualization

Element of Value Self-Actualization

Emotional

Badge Value

Element of Value Badge Value

Functional

Quality

Element of Value Quality

Reduces Risk

Element of Value Reduces Risk

Variety

Element of Value 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

Key Competitors

Audi, Mercedes-Benz, Volvo, Lexus, Volkswagen, Tesla, General Motors, Ford, Fisker

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