Attention Getter: Patience is something you admire in the driver behind you and scorn in the one ahead. Psychological Orientation: It’s easy enough to say that by this time in your lives, most of you have probably become licensed to drive. Another majority of you have become car owners, and the rest of you will most likely follow within the years to come. After having worked for BMW for an extensive amount of time, it’s become evident to me on how people put trust in a well known brand, or should I say roundel. Not only this, but people trust in a company that has a long and successful history. This being said, BMW’s heritage and branding plays a significant role in their success; they have one of the world's most recognized and revered commercial symbols. Thesis: Today I’d like to share with you some history behind the BMW brand. Logical Orientation: I’m going to share with you a little of BMW’s heritage, and how their brand symbol (the roundel) came to be. 1.
a. BMW’s history stretches out almost a century; it’s important to know some, or at least the beginning of which, to fully understand how their brand symbol came to be.
b. Bayerische Motoren Werke (BMW), literally translated into English means Bavarian Motor Works. BMW entered into existence as a business following the restructuring of the Rapp Motorenwerke aircraft engine manufacturing company in 1917. If everyone remembers their history lessons correctly, this was an excellent time to be in that line of business, given World War 1. After the end of WW1 in 1918, BMW was forced to cease aircraft engine production. So consequently, BMW shifted into motorcycle production. Not too long after, they easily made the transition into automobile production. c. Over this expansive period of time, BMW’s branding has gone almost unchanged. The name-change to Bayerische Motoren Werke compelled management to devise a new logo for the company, therefore the famous BMW trademark is designed and patented during this...
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