ANALYSIS OF 3 FAMOUS BRANDS [DIFFERENT PRODUCT CLASS]

1. BMW

BRAND IDENTITY :

BMW logo consists of 4 blue and white quadrants which are enclosed within
a circle. White and blue colors used for every quadrant symbolize Bavarian
Free State. Letter BMW are located at the top of the circle.
Logo
The circular blue and white BMW logo or roundel evolved from the circular Rapp
Motorenwerke company logo, from which the BMW company grew, combined with the blue
and white colors of the flag of Bavaria.The BMW logo still used today was created in 1917,
albeit with various minor styling changes.
The origin of the logo is often thought to be a portrayal of the movement of an aircraft
propeller with the white blades cutting through a blue sky. However, this portrayal was first
used in a BMW advertisement in 1929 – twelve years after the logo was created – so this is not
the origin of the logo itself.
Slogan
The slogan ’The Ultimate Driving Machine’ was first used in North America in 1974.In 2010, this
long-lived campaign was mostly supplanted by a campaign intended to make the brand more
approachable and to better appeal to women, ’Joy’. By 2012 BMW had returned to ’The Ultimate
Driving Machine

BRAND POSITIONING :
Bayerische Motoren Werke (BMW) is a German luxury vehicles,
motorcycle, and engine manufacturing
company owning and producing Mini cars and serves as the parent
company of Rolls-Royce Motor Cars. BMW produces motorcycles
under BMW Motor-rad, and plug-in electric cars under the BMW i sub-
brand. It is one of the best-selling luxury automakers in the world. Before
discussing how BMW positioned the brand in the global market, we must
mention a small piece of brand information.

Brand positioning is at the heart of marketing strategy. It is the act of

designing the company’s offer and image so that it occupies a distinct and
valued place in the target customer’s minds. As the name implies,
positioning means finding the proper “location” in the minds of a group of
consumers or market segment, so that they think about a product or
service in the desired way to maximize potential benefit to the firm .

BRAND PERSONALITY :
BMW is one of the leading brand names within the automotive industry. Over the
course of decades they have earned an image of luxury, precision and quality
German engineering. Yet are their current marketing
communications constructed around this subtle identity? Is this hard earned yet
ethereal brand reputation ever relied upon? No. The current brand positioning of
BMW is based around a slogan; “The Ultimate Driving Machine”. On the surface,
it seems overly one dimensional, decidedly unimaginative. Yet if we discard
rational interpretation and switch to an emotive one, what does it say? It says
power. You’d have to be very special to be in charge of the ultimate driving
machine and thus BMW have chosen the most basic of all human traits in order to
consolidate their brand identity, pride. You too could purchase the power to
operate “The Ultimate Driving Machine”. The aggressive styling and commercials
that consistently feature dramatic music and dark woodland scenery serve only to
reinforce the undertone of mysterious power

VALUE OF THE BRAND :

The BMW group (including Mini and Rolls-Royce) produced 1,366,838
automobiles in 2006 and then 1,481,253 automobiles in 2010.[62][63] BMW
Motorcycles are being produced at the company's Berlin factory, which earlier
had produced aircraft engines for Siemens.
By 2011, about 56% of BMW-brand vehicles produced are powered by petrol
engines and the remaining 44% are powered by diesel engines. Of those petrol
vehicles, about 27% are four-cylinder models and about nine percent are eight-
cylinder models.[64] On average, 9,000 vehicles per day exit BMW plants, and 63%
are transported by rail.[65]
Annual production since 2005, according to BMW's annual reports:

Year BMW MINI Rolls-Royce Motorcycle*

2005 1,122,308 200,119 692 92,013

2006 1,179,317 186,674 847 103,759

2007 1,302,774 237,700 1,029 104,396

2008 1,203,482 235,019 1,417 118,452

 2009 1,043,829 213,670 918 93,243

2010 1,236,989 241,043 3,221 112,271

2011 1,440,315 294,120 3,725 110,360

2012 1,547,057 311,490 3,279 113,811

2013 1,699,835 303,177 3,354 110,127

2014 1,838,268 322,803 4,495 133,615

2015 1,933,647 342,008 3,848 151,004

2016 2,002,997 352,580 4,179 145,555

2017 2,123,947 378,486 3,308 185,682

Annual sales since 2005, according to BMW's annual reports:

Year BMW MINI Rolls-Royce Motorcycle*

2005 1,126,768 200,428 797 97,474

2006 1,185,089 188,077 805 100,064

2007 1,276,793 222,875 1,010 102,467

2008 1,202,239 232,425 1,212 115,196

Year BMW MINI Rolls-Royce Motorcycle*

2009 1,068,770 216,538 1,002 100,358

2010 1,224,280 234,175 2,711 110,113

2011 1,380,384 285,060 3,538 113,572

2012 1,540,085 301,525 3,575 117,109

2013 1,655,138 305,030 3,630 115,215**

2014 1,811,719 302,183 4,063 123,495

2015 1,905,234 338,466 3,785 136,963

2016 2,003,359 360,233 4,011 145,032

2017 2,088,283 371,881 3,362 164,153

* In 2008–2012, motorcycle productions figures include Husqvarna models.

** Excluding Husqvarna, sales volume up to 2013: 59,776 units.

2.BRITANNIA
BRAND IDENTITY :
Britannia believes that ‘Taste & Trust’ are its sobriquet and will constantly
endeavor to make a Billion Indians reach out for a delightful and healthy Britannia
product several times a day!
Britannia takes pride in having stayed true to its credo, ‘Eat Healthy, Think Better’.
Having removed over 8500 tonnes of Trans Fats from products, Britannia became
India’s first Zero Trans Fat Company. Over 50% of the Company’s portfolio is
enriched with essential micro- nutrients which nourish the body.
Kabir Tambe, Brand Designer at BoD, felt the new logo has a great font, shape,
and composition and was impressed by the juxtaposition of the red and the
green elements in the logo. “Theoretically, red and green lie on the same
intensity level of the grayscale and are known to be the least contrasting pair
on the color wheel. But the use of high intensity of the green elements in this
logo, compliments the red elements,” he added.

BRAND POSITIONING :

 TIGER: Positioning is done for modern mother

 LITTLE HEARTS: : Positioning is to be a snacks
 GOOD DAY: Positioning is as everyday biscuits which bring happiness in
everyones lives
 MARIE GOLD:Positioning as a tea time biscuits with proteins
BRAND PERSONALITY:
Britannia Industries Limited is an Indian food-products corporation. Founded in
1892 and headquartered in Kolkata, it is one of India's oldest existing companies.
It is now part of the Wadia Group headed by Nusli Wadia. The company sells
its Britannia and Tiger brands of biscuits, breads and dairy products throughout
India and in more than 60 countries across the world.Beginning with the
circumstances of its takeover by the Wadia group in the early 1990s, the company
has been mired in several controversies connected to its management. However,
it enjoys a large market share and is exceedingly profitable.
Britannia Industries is one of India’s leading food companies with a 100 year
legacy and annual revenues in excess of Rs. 9000 Cr. Britannia is among the most
trusted food brands, and manufactures India’s favorite brands like Good Day,
Tiger, NutriChoice, Milk Bikis and Marie Gold which are household names in India.
Britannia’s product portfolio includes Biscuits, Bread, Cakes, Rusk, and Dairy
products including Cheese, Beverages, Milk and Yoghurt. Britannia is a brand
which many generations of Indians have grown up with and our brands are
cherished and loved in India and the world over. Britannia products are available
across the country in close to 5 million retail outlets and reach over 50% of Indian
homes.

VALUE OF THE BRAND :

Britannians have the highest respect for one another.
We encourage our people to work in cross functional teams with a concerted aim
of sharing knowledge.
We are accountable to ourselves for delivery to our consumers. We deliver
continuous and sustainable financial performance for the company and all its
stakeholders.
OUR CORE VALUES
”It's not hard to make decisions when you know what your values are”. Those
words capture, in a nutshell, what we believe in. Our foundation is built on the
core values that we stand by and demonstrate through our actions every single
day.
Britannians have the highest respect for one another.
We encourage our people to work in cross functional teams with a concerted aim
of sharing knowledge.
We are accountable to ourselves for delivery to our consumers. We deliver
continuous and sustainable financial performance for the company and all its
stakeholders.

OUR CORE VALUES

”It's not hard to make decisions when you know what your values are”. Those
words capture, in a nutshell, what we believe in. Our foundation is built on the
core values that we stand by and demonstrate through our actions every single
day.

LEADERSHIP
We have the courage to shape a better future for all our stakeholders.

OWNERSHIP
We hold ourselves accountable for consistent, sustainable results by focusing on
opportunities & eliminating obstacles, internal or external.

PASSION FOR LEARNING

We apply thought, creativity & sound business judgment to meet aggressive goals
& continually invest in people, products & processes.

RESPECT
We value all stakeholders, our communities & the environment and treat them
with dignity and respect.

3.APPLE

BRAND IDENTITY:
Apple has been rolling out products which have been an epitome of design and
quality. Apple Macintosh was the first personal computer to have a mouse and
graphical interface for a user. Apple’s iPod made the old ugly walkman’s put to
shame.
Apple has always come up with innovative technology and improved designs and
this, in turn, has led them to have a strong command in the market and ask
premium prices for their products.

BRAND POSITIONING :

In layman terms, positioning is nothing but an emotional value that you have
towards a brand

Apple is all about the experience, it goes after the emotional branding something
which is felt in the heart and the mind of the customer.

Apple brand is reflected through their core beliefs about innovation, design, and
imagination.

All these 3 beliefs are strongly reflected and promoted through their products,
advertisements and customer experiences.

Apple is positioned as a luxury brand that carries a huge emotional connection

and loyalty among its customers.

BRAND PERSONALITY:
Apple has a branding strategy that focuses on the emotions. The starting point is
how an Apple product experience makes you feel. The Apple brand personality is
about lifestyle; imagination; liberty regained; innovation; passion; hopes, dreams
and aspirations; and power-to-the-people through technology.
The Apple brand personality is also about simplicity and the removal of
complexity from people's lives; people-driven product design; and about being a
really humanistic company with a heartfelt connection with its customers.
Through these qualities, Apple is positioned as being extremely helpful to people
(and businesses) as they strive to achieve their goals.

VALUE OF THE BRAND :

Amazon has overtaken Google and Apple to become the world’s most valuable
brand at $315.5 billion, according to a ranking of global companies, up 52% on
last year.

Apple comes second, valued at $309.5 billion, with Google in third place, at $309
billion, according to the BrandZ Top 100 Most Valuable Global Brand ranking
2019, compiled by WPP research agency Kantar and released Tuesday.

Google and Apple had spent a combined 12 years at the top of the list, with
Google taking the top spot in 2018.