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.
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
- BMW Type Next Latin
Hero Content Type
Content Features People
Benefit or Feature Focus
Tone of Voice
Brand Positioning (Elements of Value)
Luxury design from a trusted brand that’s been around for over 100 years
Fun and enjoyable driving experience with a strong emphasis on performance, handling, and acceleration
A path to transition into electric vehicles with a brand I trust to deliver on performance and luxury
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