BMW 2004 Annual Report Download - page 145
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15
True values.
A brand is something invisible and, at the same
time, something very tangible. It may be difficult
to describe, and yet it is firmly anchored in people’s
minds. It is a blend of a company’s values, prod-
ucts, history, image and visions. All three brands
of the BMW Group are perceived as particularly
authentic and convincing.
This is not a coincidence, but the result of a
consistent understanding of the brand for many
years. For example, the BMW brand now offers
eight rather than three model series, but it still re-
interprets its proverbial “sheer driving pleasure”
in every new model. The BMW 1 Series, for
example, is the only car in the compact class with
rear wheel drive, which is typical of the BMW
brand. With the MINI, the BMW Group has re-
positioned a classic car and, for the first time,
established the term “premium” in the small car
segment. Last but not least, Rolls-Royce has
been the synonym for luxury and perfection for
one hundred years.
Thus, the brands of the BMW Group always live
up to their claim – making them permanently con-
vincing and attractive.They strengthen customer
loyalty, motivate employees and fascinate people.
That is why attributes such as “credibility” and
“authenticity” are so precious in terms of brand
value. In an age in which brands increasingly
decide the competition, this advantage can hardly
be overestimated.