CUSTOMER-BASED BRAND AND EQUITY OF

BMW

SALIENCE:
 Premium and luxury automobile manufacturer.
 Brand recall => 60% top of mind
 Brand recognition => 100% brand name recognition.

PERFORMANCE:
 CUSTOMER-BASED BRAND AND EQUITY OF
BMW
 Powerful engines and electric engines
 Attractive and modern design
 Safety features and high technology
 Fuel efficiency and high quality material
 Handmade interiors
 Branded retail stores and premium price

IMAGERY:
 Elegant leader and innovator
 Explorer , trendy and sporty
 Up to date with technology
 Adventurous and environmentally conscious
 Style and charming
 Pleasure in driving and strong

JUDGMENTS:
 High quality satisfactions
 Advanced technology and high performance
 Modern ,innovative and unique
 Trustworthy and market leader
 CUSTOMER-BASED BRAND AND EQUITY OF
BMW
FEELINGS:
 Joy , fun and excitement
 Self-respect and confidence
 Comfort , pleasure and safety
 Powerfulness and successful

RESONANCE:
 Loyalty and community(upper social class)
 Emotional attachment and engagement (19 million
followers on Face book).