The Importance of Brand Positioning

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Southeastern Oklahoma State University *

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2651

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Marketing

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Feb 20, 2024

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docx

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1 The Brand Positioning Strategies of BMW, Ford, and Mercedes Benz Name University Due date

2 Brand positioning is a marketing strategy where a business presents the unique value of its brand to customers (Amazon Ads, 2022). The business must consider how they intend to be perceived by customers and what would make the business unique from other competitors offering related or similar products or services. While communicating the value proposition of the business, brand positioning must guarantee that customers seek to be associated with and buy from the business presenting the peculiarity. This discussion considers the brand positioning strategies of Amazon, Alibaba, and Walmart in the e- commerce sector. "Ultimate Driving Machine" The BMW car has long been presented as the "Ultimate Driving Machine", from as early as the 1970s when the carmaker began targeting the Baby Boomers. Attempts to change the slogan have been unsuccessful with current and previous generations still identifying with the BMW as the "Ultimate Driving Machine” in the United States and the United Kingdom markets. In the wake of the current push for electric cars and hybrid models of cars as well as the integration of artificial intelligence into driving, BMW's brand positioning may likely remain the same. The slogan may not change and given that the pleasure a buyer enjoys from their car may be unrelated to the technology used to drive it, or whether it is driven autonomously or not. The slogan appeals to the pleasure emotional aspect, a universal human emotion that may imply that the carmaker's brand presentation could remain relevant in the near future. BMW is appropriately positioned as the “Ultimate Driving Machine” because it is a premium brand among car buyers in the market segment that seeks credibility and

3 authenticity. According to Loureiro et al. (2016) and Rindell & Santos (2021), most consumers of luxury car brands seek credibility and authenticity. The words "genuine" and "the truth" are frequently linked to the word "authentic," but they can also be used to indicate a product that is regarded as not being a copy or an imitation (Rindell & Santos, 2021). If a corporate brand is perceived as having some continuity with its roots, it is considered to be authentic. A brand's claim to these beginnings, which frequently includes the location and year of incorporation of the business, distinguishes it from competitors and makes it stand out as unique. Since authenticity is thought to have a temporal element, BMW is authentic in the present because it is still a brand with certain attributes from the past. Consumers prospectively perceive present brand authenticity, in the sense that BMW appears to be associated with enduring relevance. “The Best or Nothing” This slogan "the best or nothing” serves to sum up the values of the Mercedes-Benz brand (Mercedes-Benz Group, 2023). With its origins in the Benz & Daimler Company, which was established in 1883, Mercedes-Benz can claim to be the oldest automobile manufacturer in the world. The company also has one of the broadest product lines of any automaker. Mercedes-Benz pledges to excel in all areas related to its automobiles, including innovation, efficiency, design, safety, and sustainability. As of 2022, Mercedes-Benz was ranked as the world's most valuable luxury automotive brand. Between 2015 and 2022, Mercedes-Benz concurrently retained leadership as the sole European brand and the only luxury brand in the automotive industry in the top 10 of the 100 “Best Global Brands”. I believe Mercedes-Benz is properly positioned because of its sustained ranking as among the leading luxury automotive brands and the consistent affirmation of its strategic goal of customer-centred business that gives every customer a unique experience when they

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4 come in contact with the Mercedes-Benz brand. It is known for its great engineering and build quality. Mercedes-Benz may need to try to change the established perception that Mercedes-Benz is for older people, for old money, and for people with more dignified tastes. “The Freedom of Movement” Before the release of Ford's Model T in the early 1900s, the majority of people had never traveled more than 20 miles from their homes (Ford Corporate, 2023). It was the biggest change in human history. It altered both the places people lived and worked. For over a century, Ford's Legacy has rested on the slogan of affording consumers “the Freedom of movement”. Ford Corporation has given people the means to rise and move since its inception (Ford Motor Company, 2020). The business has consistently innovated to increase opportunities for people, working every day to gain their trust. As it works to create a better world for future generations, Ford Corporation holds its legacy in the highest regard. Ford Corporation achieves its goal of having a significant effect and changing the world by making sure that everyone has the freedom to move and dream. I believe in the appropriateness of Ford Corporation’s brand positioning. Ford Corporation is dedicated to bringing about a world with fewer restrictions and hindrances, giving people the freedom to achieve their goals and improve the quality of their lives (Ford Motor Company, 2020). The company's mission is to provide a bridge, both literally and figuratively, between people's current locations and their desired destinations. This connection offers the thrill, adventure, and pride that come with unrestrained mobility, extending beyond immediate distances to cover future possibilities. Conclusion Managers should be mindful that consumers' perceptions of the utility they gain from owning an esteemed car brand that is well-known within their social group(s) and the primary

5 benefits and fundamental utilities like distinctiveness, affordability, and usability both contribute to positively reinforcing brand reputation and may have a significant impact on consumers' propensity to buy or use luxury automobile brands.

6 References Amazon Ads. (2022, June 30). What is brand positioning and why is it important? https://advertising.amazon.com/library/guides/brand-positioning BMW. (2020, August 27). “Sheer Driving Pleasure”: the history of the BMW slogan. https://www.bmw.com/en/automotive-life/the-history-of-the-bmw- slogan.html Ford Motor Company. (2020). Our Purpose . https://corporate.ford.com/about/purpose.html Ford Corporate. (2023). Our Purpose . https://ophelia.sdsu.edu:8443/ford/09-27-2020/about/purpose.html Loureiro, S. M. C., Kaufmann, H. R., & Wright, L. T. (2016). Luxury values as drivers for affective commitment: The case of luxury car tribes. Cogent Business & Management , 3 (1), 1171192. https://doi.org/10.1080/23311975.2016.1171192 Mercedes-Benz Group. (2023). Mercedes-Benz remains the world's most valuable luxury automotive brand. https://group.mercedes-benz.com/company/news/best-global- brands.html#:~:text=local%20product%20page-,Mercedes-Benz%20remains%20the %20world's%20most%20valuable%20luxury%20automotive%20brand,100%20“Best %20Global%20Brands”. Rindell, A., & Santos, F. P. (2021). What makes a corporate heritage brand authentic for consumers? A semiotic approach. Journal of Brand Management , 28 (5), 545– 558. https://doi.org/10.1057/s41262-021-00243-9

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