BMW: How 15 Years of Consistent Advertising Helped BMW Treble Sales Without Losing Prestige
This paper illustrates that BMW was built in to an exceptionally strong brand (even during a recession) due to the power of consistent advertising. Objective: focus on core brand values whilst cleverly targeting different segments of the audience by promoting different attributes. All delivered with a consistent tone of voice about BMW's perfection. Evaluation: UK BMW sales trebled. Advertising helped create brand values worth £3billion in extra sales on a spend of £91m.