BMW Group China


Zinoro Brand Development

In the context of launching BMW Brilliance’s NEV sub-brand, Greenkern developed a full brand strategy.

This brand strategy included the definition of brand values, positioning and communications, the creation of the new brand’s Chinese and Latin brand name, as well as proposals for the logo.

Greenkern created 8 Chinese and Latin name proposals as well as 8 logos, including linguistic (semantic and phonetic) rationales developed within a wider context of research into economic and social trends in China. Market research distilled into customer insights and competitor analysis ensured that the 8 logo and naming choices were the best possible fit.