Chair of Strategy and Marketing

Business Insider interviewed Prof. Fassnacht

The i-Strategy: BMW's New Branding

The new BMW branding looks like the car company and tech company Apple are now making a joint project, because BMW's current electric range also brings back iDrive, BMW's operating concept infotainment system. The new electric range will be launched with the iX e-car, which was previously called iNext, and the new electric Limousine BMW Concept i4. Many consumers intuitively associate products with a small 'i' at the beginning of a product name with Apple. Why is BMW's new branding so similar to Apple's? Business Insider interviewed Prof. Fassnacht on this topic.

Read the full article here.