How the BMW group maintain brand uniformity for their three brands throughout the world
BMW is a world leading manufacturer of premium automobiles and motorcycles. Having begun the business with aircrafts, BMW has seen some evolutions in its history. It has a global fan base of loyal customers who know exactly what to expect when it comes to their favorite vehicle. But brand consistency over 100 years does not happen in a vacuum. It entails precise marketing.
The BMW Group has three brands: BMW, MINI, and Rolls-Royce Motor Cars. All these brands are unique and have distinctions from one another. So how do BMW ensure the marketing for each of their brands remains distinctively unique?
BMW use an online brand portal to store all live campaign assets, including video dynamic templates, across their business areas and brands.
Populating this portal with all campaign guideline documents and videos ensures BMW always stays on-brand.
This means dealers can log on to view, create, and download campaigns within a few weeks.