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Should BMW ever change its tagline. " The ultimate driving machine ? Why or Why Not?

Should BMW ever change its tagline. " The ultimate driving machine ? Why or Why Not?

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I don’t think BMW should ever change its tagline 'the ultimate driving machine". The tagline creates an image and a favorable position of the brand in the minds of the consumer. Tagline is an important tool in positioning a brand. The image of BMW among consumers is that of an automobile with superb quality and excellent performance. This is how consumers connect to BMW. If BMW changes its tagline, the image of the brand will change and it won’t match with the product profile of the company. The tagline helps in creating a unique identity of BMW by highlighting its unique selling propositions. Therefore, BMW should not change its tagline.

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