Brands & Branding and Private Labels Case Study

BMW’s Exit from Branded Entertainment –Is it the Right Move?

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Abstract:
In October 2005, BMW, the leading car maker based in Germany, announced its decision to quit branded entertainment, owing to increased cost. The decision was a surprise to industry watchers because BMW was the pioneer of branded entertainment strategy. BMW cars were used in James Bond movies by the detective himself. BMW had also launched its own series of eight online short films called ‘The Hire’, involving popular actors and directors. The branded marketing strategies used by BMW were hugely successful in terms of increased sales of the models featured and higher brand visibility. They also won critical appreciation and awards for innovative advertising.

The case discusses the various branded marketing campaigns BMW adopted from its early days. It also examines the possible causes for BMW’s decision other than the cost factor. The case offers adequate scope for discussion on the impact of BMW’s decision on its own sales and brand image as well as on its competitors’ sales.

Pedagogical Objectives:

• To analyse how advertising costs affects an automobile major like BMW
• To discuss various marketing campaigns which BMW had adopted.

Keywords : BMW, Branded Entertainment, In Film Advertising, Online Advertising, Advertising, Brands & Branding Case Study, The Hire, BMW in James Bond movies, Brand Image, “Anti-brand” marketing campaign, Jim McDowell, Jack Pitney, Fallon Advertising agency, GSD&M Advertising,Advertising Expenditure Ford Mercury