Brief Description: This paper illustrates that BMW was built in to an exceptionally strong brand (even during a recession) due to the power of consistent advertising. Objective: focus on core brand values whilst cleverly targeting different segments of the audience by promoting different attributes. All delivered with a consistent tone of voice about BMW’s perfection. Evaluation: UK BMW sales trebled. Advertising helped create brand values worth £3billion in extra sales on a spend of £91m. ---(TAGS)--- Full Title: BMW ~ How 15 years of consistent advertising helped BMW treble their sales without losing prestige; Number: 1994/316; Brand: BMW; Client: BMW (GB); Product Category: Automotive (Motor cars); Agency: WCRS; Author: Tim Broadbent; Prize Winners: Grand Prix; (Adworks ref: Advertising Works 8)