• RAJ CHAUHAN

This study focuses on the branding of the German automobile manufacturer BMW and its vision program. The author attempts to draw a relationship between the vision program of the brand BMW, its marketing strategy and its brand image. The author focuses on the impacts of the vision program of BMW on its brand image. In the next step the author goes on studying the i sub-brand of BMW which includes all the electric cars and new concept carts of the brand. The latest addition to this list of concept cars is the vision DEE which the author attempts to analyse and determine its impact on the brand and its image. The main goal of this research is to determine the impact of the vision program of BMW and specifically analyse the latest addition to the concept cars line-up of BMW called the vision DEE.

Vision, BMW,DEE, sub-brand, branding, BMW i.

"The Impact of BMW's Vision Program on Branding Strategy: A Case Study Analysis", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 4, page no.c523-c527, April-2023, Available :http://www.jetir.org/papers/JETIR2304270.pdf

"The Impact of BMW's Vision Program on Branding Strategy: A Case Study Analysis", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 4, page no. ppc523-c527, April-2023, Available at : http://www.jetir.org/papers/JETIR2304270.pdf