Marion Maguire

Exploring customer attitudes on BMW (eBook, PDF)

A case analysis

• Format: PDF

Produktbeschreibung

Master's Thesis from the year 2004 in the subject Business economics - Offline Marketing and Online Marketing, grade: A (1.0), Hawai'i Pacific University, course: Professional Paper MBA, language: English, abstract: “Building a brand is both an art and a science. It is the strategic mix of focus and risk that gives a brand its meaning in people’s lives (Dolan, 2003)”. Branding has been around for centuries as a means to distinguish the goods of one producer from those of another. Brand elements identify and differentiate the brand. However, many practicing managers refer to a brand as more than that. They define a brand in terms of having actually created a certain amount of awareness and reputation in the marketplace, which distinguishes a small brand from a big brand. Especially strong brands have a number of different types of intangible image associations that link customers emotionally to the brand. Prior research has explored differences in customer perception and evaluation of brands for example through investigating brand equity. More recent research has found out that customers differ not only in their perception of brands but also in how they relate to brands. This suggests that people sometimes even form a relationship with a specific brand (Aggarwal, 2004). Branding and brand-based differentiation are powerful means for creating and sustaining competitive advantage (Aggarwal, 2004). Highly competitive markets like the automotive market make powerful, strong brands essential to accomplishing growth. According to Agarwal, Dahlhoff & Rao (2004), companies create brand equity by delivering quality products and by creating strong, unique and favorable brand associations. Customer loyalty, larger margins, brand extension opportunities, enhanced perceptions of product performance, and increased marketing effectiveness and efficiency among other things are possible benefits of building up brand equity. This research paper will look at the brand BMW. BMW, which stands for “Bayerische Motoren Werke”, is a major European manufacturer of luxury cars. The headquarters of the multinational corporation BMW Group is in Munich, Germany. The company has built substantial brand equity over the years through the continuous branding efforts for high quality products. The luxury car category includes both traditional and functional luxury cars. U.S. manufacturers mainly produce traditional luxury cars, while functional luxury cars are represented primarily by European manufacturers such as BMW (Bernhardt & Kinnear, 1994).

Produktdetails

• Verlag: GRIN Verlag
• Erscheinungstermin: 2. März 2005
• Englisch
• ISBN-13: 9783638354516
• Artikelnr.: 39619260

Autorenporträt

I¿m an accomplished global business leader, growth strategist and executive advisor with a focus in Organizational Structure, Strategic Business Growth, Marketing Management and Leadership Development, particularly complex when navigating diverse markets or international environments and intercultural differences. Passionate about making a difference for organizations that are experiencing challenges, I guide business leaders who are looking to transform these challenges into opportunities by creating a winning organizational structure along with strong leadership and solid development and execution of a strategic roadmap. I've helped businesses across industries and geographies attract and retain quality talent while driving exceptional results and growth through principles of intentional and integrated management. I take pride in finding creative and innovative solutions for the leaders and businesses to grow by aligning goals, systems and processes with people. I¿ve built my career & reputation as well as my consultancy on helping other leaders and companies across industries and geographies to grow and achieve the results they want - In fact, I¿ve treated building them and perfecting every aspect of their operations as if they were my own. "Marion is someone who asks the right questions, finds a better way and shares it with you, and helps you create a strategy to get you the results you are looking for!" "Marion has brought strong organizational structure, which has had a positive effect on the efficiencies of the overall company.¿ ¿Marion is a strong, natural leader. She contributes thoughtful, well-reasoned approaches in evaluating strategy and solving problems." ¿Marion has the unique ability to effectively lead people while coaching and developing them along the way." More testimonials at www.weilerinternational.com/testimonials.