Brand intelligence – an integrated brand research approach from around the world
Alexandra SteinBrand and Communication Research, GfK Marktforschung, Germany.
Wolfgang BreyerImage and Communication Market Research, BMW Group, Germany.
A PREMIUM BRAND IS A LONG-TERM VISION
The concentration on the premium automotive market is clearly one of the factors of success of the BMW Group. This market segment has experienced constantly growing sales figures in the past years. However, the competition for the global premium customer is becoming increasingly intense.
In the premium automotive market the definition of a clear brand mission and based on this, the establishment...