BMW

Author: Li Jingsheng
Publisher:
Publish Date: 2005-05-01
Features: When it comes to the Chinese translation of foreign brand names, "BMW" is undoubtedly a classic example that perfectly combines sound and meaning. Translating the seemingly ordinary name "Bayerische Motoren Werke AG" into "BMW" as the Chinese name for the world's top luxury car brand, the translator's ingenuity is truly admirable. First, the name is loud, beautiful, and aligns with the Chinese principle of choosing auspicious names; second, "BMW" is an exact phonetic translation, seamlessly blending Eastern and Western elements; third, a horse is a tool for carrying people and goods, making the concept of a car evident. Additionally, the word "bao" (meaning treasure) in "BMW" evokes a beautiful fantasy of this extraordinary "horse," as the phrase "luxury car and beautiful horse" has been used since ancient times. But do you know that this extraordinary "BMW" is nurtured by heaven and earth, carries the glory of soaring freely, and walks from the blue sky and white clouds? Do you understand the brand spirit embodied in the high-speed rotating propeller logo under the blue sky and white clouds? Let the blue sky speak, let the white clouds speak. This book introduces the models, trademarks, figures, history, evolution, and development of BMW through five parts: successful journey, brand and trademark, car museum, current overview, and new car showcase. It provides a detailed and comprehensive portrayal of BMW's vivid brand image. This is the first book in China that comprehensively, systematically, and deeply focuses on the history and brand culture of BMW. The content is both profound and accessible, blending knowledge and entertainment. It can be read as a story, browsed as a picture book, appreciated as art, and consulted as a manual.