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Products, not slogans, used in BMW brand strategy, Thai unit's chief says.
Byline: Sujintana Hemtasilpa
Dec. 3--Consumers around the world are bombarded with messages from marketers who are trying to make their brands stand out.
But for internationally recognised brands such as BMW, Frank Roesler, the president of BMW Group Thailand, said the key recipe is simply "consistency".
"There is no secret in how BMW builds its brand equity," said Dr Roesler.
"It's the dedication to every single detail. It's just being consistent in what you want to do, what you should do, and what you should not do," he said at the CEO Dialogue hosted by BusinessWeek and Thailand Privilege Card yesterday.
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Source: HighBeam Research, Products, not slogans, used in BMW brand strategy, Thai unit's chief...