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BMW, in a First, Shares Its Logo and Design Chops with Other Brands

Posted by Dale Buss on November 12, 2012 05:51 PM

First BMW opened its first retail store, in Paris, last spring. And now, the brand is spreading itself around the world with a new licensing strategy that, for the first time, takes its marques outside the dealer channel with new products.

Now bearing the BMW imprimatur and logos are a variety of new licensed product lines that bring the automaker to a new range of lifestyle brand partners, including Maclaren baby strollers (coming in January) with four-wheel suspension and "ergonomic removable seat liner," Aspex sunglasses with 360-degree pivotable hinges, Group III travel accessories included BMW-branded luggage, and Ball Watch watches.

"This is something they've never really done before, but BMW decided that this [program] could really help build impressions and engage the customer," Jeff Lotman, CEO and founder of Los Angeles-based Global Icons, the brand-licensing agency working with BMW, told brandchannel.Continue reading...

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