1. Brand Concept

Corporate Vision: To satisfy the greatest wishes of customers with the latest science and technology and the most advanced concepts in a vast space and time.

Corporate mission: leader in the automotive industry.

Brand values: high technology, high enjoyment?.

2. Brand core value?

High-efficiency kinetic energy, that is, more driving pleasure and less exhaust emissions.

3. Brand personality? Outstanding ability, wisdom, success, technology, influence.

4. Brand name

BMW, B stands for Business, M stands for Money, and W stands for Woman. These three things are symbols of successful men.

5. Brand slogan and music?

Slogan: BMW Joy

6. Introduction

BMW is a German multinational luxury car company and motorcycle manufacturer, headquartered in Munich, Bavaria. It is one of the three major German luxury brands. BMW was founded in 1916 and is headquartered in Munich, Germany. BMW's car series include 1, 2, 3, 4, 5, 6, 7, i, . BMW's blue and white logo symbolizes the rotating propeller. Over the past 80 years, BMW has developed from an original aircraft engine manufacturer into a corporate group that focuses on luxury cars and produces world-renowned aircraft engines, off-road vehicles and motorcycles, ranking among the top automobile companies in the world. BMW is also translated as "Bail". In March 2016, Xu Zhijun, President of BMW (China) Automobile Trading Co., Ltd., retired. In March 2016, BMW announced a recall of imported MINI series cars produced between June 12, 2015 and November 19, 2015, involving 6,109 vehicles in mainland China.