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.
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.
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.