The BMW brand concept is "BMW" using a graphic of double circles inside and outside, and above the double circle, there is a trademark with the word "BMW". The entire trademark is like a blue sky, white clouds and a propeller that keeps running. It symbolizes BMW's long history, not only the company's past leadership in aerospace engine technology, but also the company's consistent purpose and goal: to use the latest science and technology in a vast space and time. , the most advanced concept to meet the greatest wishes of customers. Brand concept refers to the concept that can attract consumers and build brand loyalty, thereby creating a brand (and market) advantageous position for customers.

Brand concept. It consists of three parts: corporate mission, business philosophy and code of conduct:

1. Corporate mission refers to the mission based on which the company carries out various business activities, and is the most basic foundation of the brand concept. The starting point is also the driving force for corporate actions.

2. Business philosophy is the concept, attitude and thought that guides corporate business activities. Business philosophy directly affects the external business attitude and service attitude of different enterprises. Business ideas will produce different business postures and give people different impressions of the company's image.

3. Code of conduct refers to what employees within the company must adhere to in their business activities. A series of codes of conduct and rules are constraints and requirements for employees?