BMW: How 15 Years of Consistent Advertising Helped BMW Treble Sales Without Losing Prestige

Tim Broadbent

This paper demonstrates how the power of consistent advertising for BMW over time (1979–94) built an exceptionally strong brand, even during the recession.
Agency: WCRSAuthor: Tim Broadbent

BMW: How 15 Years of Consistent Advertising Helped BMW Treble Sales Without Losing Prestige

INTRODUCTION

An objective of these awards is 'better understanding of how advertising works'. This case study shows advertising working in a different way from all previous car-related entries: it shows how consistent advertising for BMW over a long period of time has built an exceptionally strong brand.

All previous car cases have shown the effects of new advertising campaigns, reflecting changes of strategy. This may be because new advertising can give a sudden twitch to the...

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