Exploring customer attitudes on BMW

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The thesis explores the dual nature of branding as both an art and a science, emphasizing the strategic balance between focus and risk that shapes a brand's significance in consumers' lives. It discusses the evolution of branding from mere identification to creating awareness and reputation, highlighting how strong brands foster emotional connections with customers. The research delves into customer perceptions and the evolving relationships individuals form with brands, suggesting that these dynamics are crucial for understanding brand equity and customer loyalty.