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Describe the alignment between vision, culture and image for BMW and discuss how
BMW manages this alignment, and whether there is the potential for gaps between them.

Does the emphasis on sustainability change the identity and brand of BMW, and can it, in
your view, be easily incorporated alongside, or as part of, the traditional four values of the

Consider the four traditional values of the identity and brand positioning of BMW.

these values authentic, distinctive and unique from the perspective of consumers and other
stakeholders in the premium car market?