When BMW first made a strong push into the US market, it positioned the brand as being the only automobile that offered both luxury and performance. At that time, American luxury cars were seen by many as lacking performance, and American performance cars were seen as lacking luxury. These both attributes were successfully conveyed by the BWM at US market. The clever slogan ‘The Ultimate Driving Machine’ effectively captured the newly created umbrella category ‘Luxury Performance Cars’.”
(Keller, K.L. (2006) Strategic Brand Management. Pp 149. Prentice Hall)
You are required to evaluate this scenario on the basis of following properties of Brand Positioning:
It revolves around the benefit
It is a unique valued place
It is a key determinant of operational strategies

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