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Abstract

This case is about the 'company of ideas' advertising campaign of BMW of North America LLC (BMW LLC), which was unveiled in May 2006 in North America. The communication in these advertisements was different from the company's communications in the past as the new ads downplayed BMW's performance and strived to project its design prowess, independence, and corporate culture that fostered innovation - promoting BMW as a 'company of ideas'. In doing so, the company said that they wanted to take their brand beyond its traditional association with yuppies and attract a wider section of luxury car buyers in the US. The company's new marketing communications campaign was aimed at the creative class, an influential demographic segment in the US. The case highlights the rationale behind the company's new advertising campaign and the initial reactions it received from analysts, marketing experts, and consumers.

Teaching and learning

This item is suitable for postgraduate courses.
Location:
Industry:
Size:
Large
Other setting(s):
2004-2006

About

Abstract

This case is about the 'company of ideas' advertising campaign of BMW of North America LLC (BMW LLC), which was unveiled in May 2006 in North America. The communication in these advertisements was different from the company's communications in the past as the new ads downplayed BMW's performance and strived to project its design prowess, independence, and corporate culture that fostered innovation - promoting BMW as a 'company of ideas'. In doing so, the company said that they wanted to take their brand beyond its traditional association with yuppies and attract a wider section of luxury car buyers in the US. The company's new marketing communications campaign was aimed at the creative class, an influential demographic segment in the US. The case highlights the rationale behind the company's new advertising campaign and the initial reactions it received from analysts, marketing experts, and consumers.

Teaching and learning

This item is suitable for postgraduate courses.

Settings

Location:
Industry:
Size:
Large
Other setting(s):
2004-2006

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