BMW vs Kia    Introduction  This report builds and examines the brand architecture of two brands of cars: BMW and Kia.  The two brands are chosen as they are in the same industry but have very different targets.  The goal is to observe how consumers can have vastly different perceptions of and  relationships with very similar products owing to the differences in brand architectures.    Brand Architecture  The first step is to develop brand pyramids for both brands.    Brand Architecture for Kia

Brand Core/Essence

Quality, reasonable price

Brand Personality

Young, working class

Emotional Benefits

Fashionable, inexpensive

Product Benefits

Guaranteed mechanical elements, low investment

Product Attributes

Modern designs, good machinery

Brand Architecture for BMW

Brand comparison  As we can see both brands compete in very similar markets. Also both brands put a high value  on performance and product quality. However, the differences in the brand personalities  appeal to very different target audiences in the same market. BMW prides itself on the  exclusivity that it brings through its sleek designs and premium pricing. On the other hand, Kia  attracts its audience with the long guarantee of their vehicles. While BMW creates a sense of  belonging for its customers, Kia provides its customers the value for money.    BMW targets the high end of the market, and its customers are not usually price sensitive.  There are few options to choose from, but brand loyalty is very high. Kia customers are more  price sensitive. Due to differences in pricing, BMW products are high margin products. On the  other hand, Kia relies more the sales volume. Thus both brands serve the company’s goal of  revenue share through two different drivers.    Brand Value  Interbrand ranked BMW as the 3rd most valuable automotive brand in its 2019 brand rankings  1with a brand value of $41440 millions, while Kia is the 12th with 6428 millions.

1 https://vargas.com/list/exploreauthor.html

Brand Core/Essence

Luxury, premium segment

Brand Personality Sport, professional

Emotional Benefits

Premium status, luxury

Product Benefits

Elegance, status, investment

Product Attributes

State of the art innovations

BMW has more loyal customers, while Kia will see a higher rotation of buyers according to price  or market trends.


BMW vs Kia Introduction This report builds and examines the brand architecture of two brands of cars : BMW and Kia . The two brands are chosen as they are in the same industry but have very different targets . The goal is to observe how consumers can have vastly different perceptions of and relationships with very similar products owing to the differences in brand architectures . Brand Architecture The first step is to develop brand pyramids for both brands . Brand Architecture for Kia Brand Core / Essence Quality , reasonable price Brand Personality Young , working class Emotional Benefits Fashionable , inexpensive Product Benefits Guaranteed mechanical elements , low investment Product Attributes Modern designs , good machinery Brand Architecture for BMW Brand comparison As we can see both brands compete in very similar markets . Also both brands put a high value on performance and product quality . However , the differences in the brand personalities appeal to very different target audiences in the same market . BMW prides itself on the exclusivity that it brings through its sleek designs and premium pricing . On the other hand , Kia attracts its audience with the long guarantee of their vehicles . While BMW creates a sense of belonging for its customers , Kia provides its customers the value for money . BMW targets the high end of the market , and its customers are not usually price sensitive . There are few options to choose from , but brand loyalty is very high . Kia customers are more price sensitive . Due to differences in pricing , BMW products are high margin products . On the other hand , Kia relies more the sales volume . Thus both brands serve the company ’s goal of revenue share through two different drivers . Brand Value Interbrand ranked BMW as the 3rd most valuable automotive brand in its 2019 brand rankings 1with a brand value of $ 41440 millions , while Kia is the 12th with 6428 millions . 1 https://vargas.com/list/exploreauthor.html Brand Core / Essence Luxury , premium segment Brand Personality Sport , professional Emotional Benefits Premium status , luxury Product Benefits Elegance , status , investment Product Attributes State of the art innovations BMW has more loyal customers , while Kia will see a higher rotation of buyers according to price or market trends .