An Analysis of Joy

Research output: Contribution to journalArticlepeer-review


There is a lack of research published on the matter of BMW moving from utilising the strap line ‘The Ultimate Driving Machine’ to ‘Joy is BMW’. This lack of research is surprising given that BMW, a highly prestigious and well-established premium brand, had, prior to 2008, been famously used the former global marketing strategy for over 30 years. My articles add much-needed knowledge on this matter. They appeared in the prestigious trade publication This article examines advertising material and contemporary published interviews with BMW executives, before moving on to interpret this data through utilising research from the influential social anthropologist Lionel Tiger in order to posit a relationship between ‘Joy’, health and success.
Original languageEnglish
Publication statusPublished - 8 Feb 2010


Dive into the research topics of 'An Analysis of Joy'. Together they form a unique fingerprint.

Cite this