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Co-Branding:: Bayerische Motoren Werke AG BMW

Co-branding is a marketing strategy where two or more brands partner together on a product or service. BMW and Louis Vuitton partnered on a co-branding campaign called "The Art of Travel". As part of this, BMW created a new plug-in hybrid sports car, the BMW i8, while Louis Vuitton designed an exclusive set of four suitcases and bags tailored to fit in the BMW i8. The partnership made sense as both brands appeal to sophisticated, wealthy customers and are known for their high quality craftsmanship. The co-branding campaign was a success, generating over one million visitors to Louis Vuitton's website and raising the profile and perceived value of both brands.

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383 views3 pages

Co-Branding:: Bayerische Motoren Werke AG BMW

Co-branding is a marketing strategy where two or more brands partner together on a product or service. BMW and Louis Vuitton partnered on a co-branding campaign called "The Art of Travel". As part of this, BMW created a new plug-in hybrid sports car, the BMW i8, while Louis Vuitton designed an exclusive set of four suitcases and bags tailored to fit in the BMW i8. The partnership made sense as both brands appeal to sophisticated, wealthy customers and are known for their high quality craftsmanship. The co-branding campaign was a success, generating over one million visitors to Louis Vuitton's website and raising the profile and perceived value of both brands.

Uploaded by

daniyal
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Co-branding:

Co-branding is a marketing strategy that utilizes different brand names on a good or


service as portion of a strategic union. Too known as a brand partnership, co-branding includes
a few different sorts of branding collaborations, regularly including the brands of at least two
companies.
BMW & Louis Vuitton Co-Branding Partnership
 BMW:
Bayerische Motoren Werke AG, commonly referred to as BMW is a German
multinational corporation which produces luxury vehicles and motorcycles.
 Louis Vuitton:
Louis Vuitton Malletier, commonly known as Louis Vuitton, is a French fashion
house and luxury goods company founded in 1854 by Louis Vuitton. The label's LV monogram
appears on most of its products, ranging from luxury trunks and leather goods to ready-to-
wear, shoes, watches, jewelry, accessories, sunglasses and books. Louis Vuitton is one of the
world's leading international fashion houses.
BMW & Louis Vuitton Co-branding Campaign: The Art of Travel:
When cutting-edge technology
meets timeless craftsmanship, great projects are bound to be born. German car-maker BMW
partnered with Louis Vuitton to create the ideal travel companions for the plug-in hybrid BMW
i8. The collaboration resulted in an exclusive collection of four suitcases and bags. The sports
car, unveiled at the last year’s Frankfurt Motor Show, is the first hybrid produced by BMW, a
car that unites the advantages of visionary design and intelligent lightweight engineering. The
visionary vehicle demanded innovative craftsmanship; Louis Vuitton matched the challenge,
delivering a sophisticated luggage set made of carbon fiber. There are many reasons why this
partnership made sense. They both seek the sophisticated, professional and successful
demographic of buyers, using quality as the reflection of their hefty price points. The agreed
deliverables of the partnership included a BMW sports car model (BMW i8) and a Louis Vuitton
exclusively-designed four-piece set of suitcases and bags that fit perfectly into the car’s elegant
boot. Louis Vuitton, pioneer in the art of travel, has partnered with BMW i8 to create a tailor-
made set of luggage crafted in carbon fiber for the newly launched BMW i8. The four-piece set
of exclusive suitcases and bags have been carefully designed to follow the sleek lines of the
most progressive sports car: the BMW i8. Each piece calls on Louis Vuitton’s heritage of
craftsmanship and innovation, bringing together leading-edge design and materials with
exacting, careful construction. Soft, flexible bags and semi-rigid thermoformed cases have been
cleverly calibrated, down to the last millimeter. They stack and fit together in an ingenious way
in order to allow the driver to carry their most treasured possessions in style and security,
without compromising the comfort and elegance of luxury travel. Car manufacturer BMW and
designer Louis Vuitton may not be the most obvious of pairings. But if you think about it, they
have a few important things in common.
If you focus on Louis Vuitton's signature luggage lines, they're both in the business of travel.
They both value luxury. And finally, they're both well-known, traditional brands that are known
for high-quality craftsmanship. These shared values are exactly why this co-branding campaign
makes so much sense. In their partnership, BMW created a sports car model called the BMW i8,
while Louis Vuitton designed an exclusive, four-piece set of suitcases and bags that fit perfectly
into the car's rear parcel shelf.

BMW & Louis Vuitton Co-branding Campaign: The Art of Travel Achievement:
Both the great companies achieved for what they collaborated they put and set a great image
in front of its buyers and it also gained publicity Both brands began the campaign by promoting
the joint partnership on their websites, with Louis Vuitton’s reaching over one million visitors
per month, according to Similar Web. BMW also made announcements on their website, which
reached several hundred thousand loyal fans. The two companies took it a step further and
held launch parties at certain Louis Vuitton stores, as well. These always included the BMW i8
and luggage on display. In short, they satisfied their vast audience and also raised their value
and earned what they wanted they had a great collaboration on which Patrick-Louis Vuitton
Head of Special Orders declared at Louis Vuitton:
“This collaboration with BMW epitomizes our
shared values and creativity, technological innovation and style. This is a pure expression of
the art of travel,”

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