BMW positive brand image is perceived to be its major strengths. The brand image has been cultivated for many years through effective marketing strategies and BMW marketing executives have been successful to associate the brand image with achievement and success on customers’ perception.
BMW has generated record before tax profit revenue of around EURO 7.8 billion for 2012 (Annual Report, 2012), and accordingly, financial position and cash reserve of the company can be specified as its advantages. This is because vast amount of BMW cash reserves can be used for new product development initiatives or increasing competitive advantage of the company in many other ways.
Moreover, strong leadership from Chairman of the Supervisory Board Joachim Milberg and Chairman of the Board of Management Norbert Reithofer contributes to competitive advantage of BMW and additional strengths of the brand relates to its effective and long-term post-sales