BMW Brand Audit

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The analysis focuses on BMW's branding strategy, revealing that the luxury market's shift toward inclusivity has expanded its target audience to include both genders, regardless of ethnicity. The study highlights BMW's aim to appeal universally, leveraging positive associations tied to its country of origin. Survey results show strong brand recognition, with over two-thirds of respondents identifying BMW as a luxury vehicle and nearly all recognizing it as a foreign brand. This indicates that BMW's messaging effectively reaches its intended market.