BMW build 1 billion euro car factory in Hungary. The new plant, to be built near the city of Debrecen about 230 kilometers east of Budapest, will have a production capacity of 150,000 cars a year. The slogan 'The Ultimate Driving Machine' was first used in North America in 1974. In 2010, this long-lived campaign was mostly supplanted by a campaign intended to make the brand more approachable and to better appeal to women, 'Joy'. By 2012 BMW had returned to 'The Ultimate Driving Machine'. BMW has garnered a reputation in Britain over the years for its April Fools pranks, which
Slogan primarily as passwords to ensure proper recognition of individuals at night or in the confusion of battle. Crimmins' (2000, as cited in Dass, Kumar, Kohli, & Thomas, 2014) research suggests that brands are an extremely valuable corporate asset, and can make up a lot of a business's total value. With this in mind, if we take into consideration Keller's (1993, as cited in Dass, Kumar, Kohli, & Thomas, 2014) research, which suggests that a brand is made up of three different components. These include, name, logo and slogan. Brands names and logos both can be changed by the way the