Bmw Case Study

Topics: BMW, Advertising, BMW Headquarters Pages: 37 (12123 words) Published: January 23, 2010
BMW: The Power of Image.

Ellie Pugh, 369732

Interior Design, 2009.

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Abstract.

Title: Author: Hemis number: Tutor: Date:

BMW: The Power of Design. Ellie Pugh. 369732. Heather Coleman. January 2009.

To most consumers BMW is simply, a vehicle manufacturer. Is this company another faceless corporation whose only priority is to make its millions? Or have BMW spent the ninety years of their existence building a solid reputation based on quality? This dissertation will aim to investigate these questions by exploring the different and maybe in some cases, unknown elements of BMW. I will be touching upon the history of the company and how it has shaped the organisation through its design, architecture, advertising and most importantly the essence of the BMW brand. For consumers, brands can be one of the deciding factors during a purchase. This importance placed on the visual image of the company is an element BMW have always taken for the utmost importance and is an element at the core of this dissertation. The study then goes on to discuss BMW’s target market, their advertising methods and the results of these luxury vehicle media campaigns. This dissertation may provide an insight into the visual image of BMW assisting in the global success and variation of the car manufacturer.

Acknowledgements. I would like to thank my tutor Heather Coleman for taking this Dissertation step by step with me and answering any question I have thrown her way. A special mention must go to my partner Michael Tymms, for accompanying me on my research trip to Munich and my Mother Tracy Bagg, for many days of proof reading.

Table of Contents. Title Page………………………………………………...………………..………...i Abstract…………………………………………………………...………..……….ii Acknowledgments………………………………………………….........………...iii Table of Contents………………………………………………………..………....iv List of Illustrations………………………………………………………..………...v Main text: Introduction…………………………………………………………1 Chapter One: BMW, a Brief History…….………………………...3 Chapter Two: The Power of Design………………………..……...9 Chapter Three: The Power of Advertising..................……..……23 Chapter Four: The Power of the Brand…………...……..……….30 Chapter Five: Conclusion…………………………………...…….39 Source of Illustrations………………………………………………………...…...43 Bibliography…………………………………………………………………...…...45 Appendices…………………………………………………………………………46

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List of Illustrations. Cover Images. Authors own, taken November 19th 2008. Figure 1. BMW Website Image, retrieved December 5th 2008. Figure 2. BMW Website Image, retrieved December 5th 2008. Figure 3. BMW Art Car, designed by Alexander Calder, 1976. Figure 4. BMW Art Car, designed by Alexander Calder, 1976. Figure 5. BMW Headquarters Building, Munich, 1972. Figure 6. BMW Headquarters Building, Munich, 1972. Figure 7. BMW Central Building, Leipzig, East Germany, 2005. Figure 8. BMW Welt, Munich, 2006. Figure 9. Travel case from the BMW Accessory line. Figure 10. Key ring from the BMW Accessory line. Figure 11. BMW Welt, Munich, 2006. Figure 12. BMW Welt, Munich, 2006. Figure 13. Interior of BMW Welt ‘Double Cone’. Figure 14. Interior of BMW Welt, specifically BMW Premiere area. Figure 15. BMW Central Building, Leipzig, East Germany, 2005. Figure 16. BMW Headqaurters Building, Munich, 1972. Figure 17. BMW Museum, Munich, 1972. Figure 18. Column supports within the BMW Museum. Figure 19. LED lit opaque glass walls, within the BMW Museum. Figure 20. Light and graphic displays on the walls of the BMW Museum. Figure 21. Spiralling ramps with the ‘bowl’ structure of the BMW Museum. Figure 22. Visually exciting perspective in the ‘bowl’ structure of the Museum. Figure 23. A collection of BMW advertising posters from the 1930’s. Figure 24. BMW April Fool’s Day advertisement, 2002. Figure 25. BMW advertisement, 2007. Figure 26. BMW advertisement, 2006. Figure 27. Film still, taken from a BMW television advert, 2003.

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Figure 28. Film still, taken from a BMW television...

Bibliography: Arvidson, A. (2006). Brands, Meaning and Value in Media Culture, London: Routledge. Author unknown, 2004, October 17th, Zaha Hadid’s Key Projects, The Guardian Newspaper Archives. BMW Group, Annual Report, (2007). BMW Group Official Website: www.bmwgroup.com
BMW Sustainable Value Report 2007/2008.
Cartwright, L & Sturken, M. (2001). Practices of Looking, Oxford University Press. Clifton, R & Simmons, J et al. (2003). Brands and Branding, London: The Economist & Profile Books. CNN Money official website: www.money.cnn.com Edwards, T. (2000), Contradictions of Consumption, concepts, practices and politics in comsumer society, Open University Press. Gannon, T & Hadid, Z. (2006), BMW Central Building, Princeton Architectural Press. Glancey, J. 2007, October 22nd, Brave New Welt, The Guardian Newspaper Archives. Griffiths, I. 2004, February 7th, MG Rover gains scant benefit from BMW’s £1bn largesse, The Guardian Newspaper Archives.
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Ind, N. (1997). The Corporate Brand, London: Macmillan Press. Jacques, M. 2008, June 5th, Auto Political, The Guardian Newspaper Archives. Jorgensen, J. (1994). Encyclopaedia of Consumer Brands Volume 3: Durable Goods, St.James’ Press Kiley, D. (2004), Driven: Inside BMW, The Most Admired Car Company in the World, New Jersey: John Wiley and Sons. Kochan, N. (1996). The World’s Greatest Brands, London: Macmillan Press. Manhardt, L. (2005). Schwanzer, Austria: SpringerWeinNewYork. Ollins, W. (1989). Corporate Identity, London: Thames and Hudson. Ollins, W. (2003). On Brand, London: Thames and Hudson. Paquin, A. (2008) BMW Museum, London: Prestel Publishing. Riewoldt, O, (2002). Brandscaping, World’s of Experiencing in Retail Design, Birkhauser Verlag fur Architektur. Tungate, M. (2008). The Branded Male: Marketing to Men. London and Philadelphia: Kogan Press.
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