Promotion in the marketing mix of BMW
2012 saw BMW ranked as the world’s most reputable company by Forbes.com. Criteria included ‘people’s willingness to buy, recommend and to work for’ the company. Interestingly, the answers were driven 60% by perception of the company, and 40% by perception of the company’s actual products. We marketers know that to build a positive brand perception, it takes years and the same has happened with BMW. BMW has been promoting itself with the most amazing television commercials, print advertisement, out of home advertisement and now through online advertising.