BMW: the power of image

Pugh, Ellie (2009) BMW: the power of image. BA dissertation, University of Portsmouth.

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    Abstract

    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 in some cases possibly 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.

    Item Type: Dissertation
    Departments/Research Groups: Faculty of Creative and Cultural Industries > Portsmouth School of Architecture
    Depositing User: Jane Polwin
    Date Deposited: 20 Jan 2011 12:48
    Last Modified: 28 Jan 2015 11:15
    URI: http://eprints.port.ac.uk/id/eprint/708

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