1. A Case Study

2.  BMW manufactures high-quality automobiles which come  A variety of styles and designs from cars, SUVs, convertibles and motorcycles  The sleek design and sporty appearance of all BMW vehicles has allowed the brand to build an excellent reputation for itself in the luxury car industry

3.  The price of BMWs is on the higher end which is consistent with its positioning as a high quality brand offering cars with superior performance  BMW does not offer large discounts on their vehicles because this strategy would go against their higher price point and positioning for the elite.  If an average person could buy a BMW due to allowances or other large deals, that would take away from the brand’s value.

4.  BMW print advertisements like this one appear in sophisticated lifestyle and business magazines in order to capture their more affluent target market.  Since performance is another key aspect, BMW sponsors professional race cars, is promoted at racing events and in other driving publications.

5.  BMW vehicles are only sold through BMW dealers or other luxury car dealerships which also offer high-end brands such as Mercedes, Porsche, Audi (not brands like Honda for example).  The exclusivity of retailers adds value to this elite brand, emphasizing it’s only for those who desire an “ultimate driving machine.”