BMW and the brand promise.

BMW recently won big at the 2009 Brand Image Awards with three awards: Coolest Brand, Best Performance Brand and Best Exterior Brand Design. The awards are given as a result of an national online survey of more than 12,000 car shoppers.


According to Kelley Blue Book, who announced the awards, its all about the brand promise and how consistently BMW has delivered on it over time. Ask just about anyone to fill inthe following blanks: ” The ultimate _______ _______. ” Kelley Blue Books believes, “A key reason BMW’s long-running tagline is so recognizable and effective… is that its cars consistently deliver on the promise. From the company’s high-performance M vehicles to its three-row crossover, every single vehicle wearing a BMW badge is among the quickest, most agile vehicles in its category.”

What can be learned from BMW’s success? First, consistent branding builds in power over time. Second, a clear, simple message endures if its real and a integral part of the mission of the organization. And third, a great tagline can be one of the most important assets of a company.



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