宝马
纯粹驾驶乐趣之飞“悦”梦想
宝马汽车公司（Bayerische Motoren Werhe AG）是世界著名的轿车公司，它和奔驰汽车公司一样，不追求汽车产量的扩大，只追求生产高品质、高性能和高级别的汽车。“坐奔驰，开宝马”的说法，表明了奔驰的稳重和宝马的豪放。只有开宝马车，才能享受到它那痛快淋漓的神奇风采。
BMW (Bayerische Motoren Werhe AG) is a world famous car company, Benz, do not pursue the expansion of automobile production, only the pursuit of producing high quality, high performance and high-level car. "Sit-Benz, drive a BMW," saying that the stable of Mercedes Benz and BMW bold. Only drive a BMW car in order to enjoy its stirring magic style.
宝马轿车车身造型具有鲜明的特色，园形灯具配以矩形水箱通风栅架形成与众不同的风格。宝马轿车的经营有自己独特的一面，它奉行的品牌战略是“精品战略”，追求的是最高的质量，因此它并不趋向于目前的潮流－为了降低成本而趋附于全球化采购。同样坚持自己的设计方向，所有的宝马轿车都是后轮驱动。他们认为采用后轮驱动形式，可以做到前后各50%的载荷分配，在高速过弯、直行性能等行驶方面会好过前轮驱动的汽车。
BMW styling has distinct characteristics, shaped garden lamps with a rectangular tank ventilation gate frame to form a distinctive style. BMW business has its own unique brand strategy it pursued the "quality strategy", in pursuit of the highest quality, so it does not tend to the current trend - and ingratiate oneself in order to reduce costs of global sourcing. The same stick to their design direction, all BMW cars are rear-wheel drive. They believe that the form of rear-wheel drive, can do around 50% of the load distribution in high-speed cornering, straight performance driving aspect is better than front-wheel drive car.
先知总顾问思翰先生在为宝马中国公司进行培训时指出, 品牌战略要求企业的所有价值活动特别是营销传播活动都要围绕以核心价值为中心的品牌识别而展开，即任何一次营销活广告活动都要尽量体现、演绎出品牌识别，从产品研发、包装设计、电视报纸广告、新闻软文、POP、终端生动化通等任何与公众、消费者沟通的机会，都要去演绎出品牌识别。
wewin General Counsel, Mr. John Reith training for BMW pointed out that Chinese companies, brand strategy requires companies to value activities, in particular for all marketing communications activities should be centered around the core value of the brand identity and launched a marketing activity that any advertising campaign should try to reflect, the interpretation of brand identity, from product development, packaging design, TV newspaper ads, news soft paper, POP, and any other communication terminals vivid with the public, the opportunity to communicate with consumers, have to interpret the brand identity.
