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    (SMM) In-Class Exercise

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    Khánh Ngọc
    BMW effectively leverages its secondary association with Germany through linking renowned German engineering to reliability, effectiveness, and durability. The brand could place more emphasis on its German country of origin in products to influence purchasing decisions. BMW should also represent its modern, reliable, and efficient image through communicating associations with German culture, people, and manufacturing methods in advertising. Any strong country association requires risk management strategies in case public perceptions change due to events in that country.

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    (SMM) In-Class Exercise

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    Khánh Ngọc
    32 views1 page
    BMW effectively leverages its secondary association with Germany through linking renowned German engineering to reliability, effectiveness, and durability. The brand could place more emphasis on its German country of origin in products to influence purchasing decisions. BMW should also represent its modern, reliable, and efficient image through communicating associations with German culture, people, and manufacturing methods in advertising. Any strong country association requires risk management strategies in case public perceptions change due to events in that country.

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    [SMM] In-Class Exercise

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    BMW effectively leverages its secondary association with Germany through linking renowned German engineering to reliability, effectiveness, and durability. The brand could place more emphasis on its German country of origin in products to influence purchasing decisions. BMW should also represent its modern, reliable, and efficient image through communicating associations with German culture, people, and manufacturing methods in advertising. Any strong country association requires risk management strategies in case public perceptions change due to events in that country.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    32 views1 page

    (SMM) In-Class Exercise

    Uploaded by

    Khánh Ngọc
    BMW effectively leverages its secondary association with Germany through linking renowned German engineering to reliability, effectiveness, and durability. The brand could place more emphasis on its German country of origin in products to influence purchasing decisions. BMW should also represent its modern, reliable, and efficient image through communicating associations with German culture, people, and manufacturing methods in advertising. Any strong country association requires risk management strategies in case public perceptions change due to events in that country.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    of 1

    Name: Trần Khánh Ngọc

    Student ID: 31211022545

    1. Evaluate how it leverages secondary associations

    BMW and its association with Germany are one example of how a country
    of origin can be a relevant source for brand association. Top class and
    renowned German engineering process gets linked to BMW or other cars
    coming out of Germany. As Germany stands for reliability, effectiveness,
    and durability in the automotive world, it’s only natural that the BMW
    wants to be associated with those terms.

    2. Can you think of any ways that the brand could more effectively
    leverage secondary brand associations?

    Firstly, the brand can place more emphasis on its country of origin on the
    products. As such, associations with the country of origin can almost
    always be made at the point of purchase and could influence brand
    decisions.

    Secondly, it really comes down to relative importance and how the country
    of origin is used in the marketing program. Images of a modern, reliable
    and efficient brand of BMW can be represented by the culture of Germany,
    German people and their unique ways of engineering & manufacturing.
    Through different advertising channels, BMW should strive to
    communicate such associations towards its target audience.

    One thing to keep in mind is that there are potential downsides to being
    strongly associated with a specific country or geographic region. People’s
    perceptions may be affected by events or actions that are associated with
    the country. In such case, the brand should have proper risk management
    strategies to deal with potential media crisis.

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