Question: Case Study 5.1 from text book Corporate Communication 6th edition by Cornelissen BMW Assignment Description Describe the alignment between vision, culture and image for BMW.

Case Study 5.1 from text book "Corporate Communication 6th edition" by Cornelissen

BMW

Assignment Description

Describe the alignment between vision, culture and image for BMW. Then discuss how BMW manages this alignment - and whether there is the potential for gaps between them. Also consider the four traditional values of the identity and brand positioning of BMW: are they authentic, distinctive, and unique to BMW from the perspective of consumers and other stakeholders in the premium car market?

You must find at least 3 external references about BMW and/or their competition to justify your answers to the questions presented.

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