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...