BMW Canada 1M Launch

After several years attempting to broaden its mainstream appeal, luxury automaker BMW found itself with an unclear brand essence in Canada.

BMW Canada 1M Launch

Cundari

Section I — Basic information

Business Results Period (Consecutive Months): June 2011 - December 2011

Start of Advertising/Communication Effort: June 8, 2011

Base Period as a Benchmark: June 2010 - December 2010

Section II — Situation analysis

a) Overall Assessment

This is a case study about a brand taking a stand, raising the bar and reclaiming its essence and leadership position.It is about the power of creating a halo proposition and the aspirational transfer effect it can have across the entire brand. It is about the influence and force of...

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