Intellectual capital has always been a very interesting topic. We can see that many top brands are valued at billions of dollars. What really makes them tick?

Recently, reported in the Business Time (16/9/06) regarding the three core value of the BMW brand which helps to propel BMW further than merely a car manufacturer. They are:

• dynamism,
• challenge and
• culture.

As explained by BMW Group senior vice-president corporate affairs Richard Gaul

Dynamism:
It is observed that BMW prospective buyers have a distinct profile where they want substantially more from a car than just for transportation purposes. They express a passion for driving.

Challenging:

It wants to be in the lead technology-wise., and be the first or second with new technologies in more forward looking alternative energies linked with hydrogen.

Incidentally, BMW recently announced that it is launching the world’s first pollution-free luxury car to run on hydrogen
 

Culture:
To BMW, a cultured brand is one that is mature, that is serious in terms of the way it does its cars, it does it the right way, it takes care of the environment, and is part of the society of the world.

Gaul further elaborate that BMW’s brand is substantially different from every other

He said the target of the brand is polarising — either you love it or hate it.

In a poll conducted in Europe, it was found that BMW had substantially less people that were indifferent to the brand, with equal number of people either hating it or loving the brand.

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