Building Branch Architecture Report : BMW Vs Mahindra

Introduction

This report examines branch architecture of two brands – BMW Vs Mahindra in the car segment.
These brands are operating in same market but have very different brand personalities. These both
are very valuable brands in personal car market but they cater to different customers and their
needs. This report will bring out the difference between the two. This report will also show how
customer reacts based on their perception and advertisements.

Brand Architecture

Brand Architecture for BMW

Brand Core/Essence - Exceptional Engineering

Brand Personality - Designer, Innovation

Emotional Benefits - Sense of luxury, Premium status

Product Benefits - Safety, Speed, Automatic

Product Attributes - Looks, Expensive

Brand Architecture for Mahindra

Brand Core/Essence - Count on relaibilty

Brand Personality - Keeps updating models, Relaible

service

Emotional Benefits - Relaible, Trustworthy

Product Benefits - Low maintainance cost, Many

option to choose at low budget, Service center
available in small cities

Product Attributes - Different customization available,

Competative pricing

Brand Comparison

As we can see both the brands compete in the same market but cater to different customers. Although
both brand put a high value on value and quality. Mahindra is focused on high end customers while
focuses on medium budget customers. BMW is expensive but it gives a sense of luxury to its customers
and they feel satisfied for the price they have paid for the product while Maruti gives a more reliable
feel to customers as its service centers are available in small towns too where most of BMW’s customer
base is situated.

Thus BMW plays on high margin products while Mahindra focuses on quantity of vehicles.

Brand Value

BMW brand value compared to Mahindra is very high as BMW was ranked 3rd with a brand value of
41.8$billion while Mahindra is ranked 44 with a brand value of 5 $ billion. Brand loyality for both the
products is also pretty competitive, But at the same time Mahindra car are replaced more often than
BMW cars.
Sources consulted

As reference in the footnote.

https://brandirectorypublic.s3.eu-west-
2.amazonaws.com/reports_free/BrandFinanceAutoTires100Report2018Locked.pdf