The “Best Overall Luxury Brand” is BMW, according to the 2013 Kelley Blue Book Brand Image Awards. The Kelley Blue Book’s Brand WatchTM study looks at consumer perception data to determine these awards. They recognize the automotive brands that have been most successful at getting and maintaining positive consumer attention and enthusiasm.
Ludwig Willisch, President and CEO, BMW of North America, said that he considers it an “honor” to be named as the ‘Best Overall Luxury Brand’. Kelley Blue Book said that BMW’s award is given due to its well-rounded image and broad appeal. He also said that BMW’s award is much more gratifying since this award is based only on consumer perception. An online brand and model perception tracking study, Brand WatchTM gets in touch with more than 12,000 in-market new-vehicle shoppers each year on Kelley Blue Book’s KBB.
com. The very comprehensive Brand WatchTM study provides insight into in-market new-vehicle shoppers’ perceptions of brands and models, which include crucial factors that affect their purchase decisions while they are in the middle of the shopping process. Hwei-Lin Oetken, vice president of market intelligence for Kelley Blue Book, said that the Kelley Blue Book Brand Image Awards are “unique” since they represent the opinions of in-market new-car shoppers, offering car companies with a look into how potential customers perceive their brand and how they can display their strengths.
KBB.com gives out other awards but these are from the calculations of Kelley Blue Book experts. The Brand Image Awards is different since it originates directly from the opinions of thousands of new-car shoppers taken over one year. The Brand Watch study offers insights that can be a valuable tool for automaker marketing teams and their agencies.
This is the sixth straight year that Kelley Blue Book has handed out the Brand Image Awards. This also marks BMW’s ninth win in different categories. In the past, BMW has received the awards for Best Exterior Design, Luxury (2012, 2009, 2008), Best Performance Brand (2011, 2009), Coolest Brand (2011, 2009) and Best Exterior Design – Luxury Sedan/Coupe/Hatchback (2008).