Greenkern helps create new Chinese car brand for BMW Brilliance Automotive in China market

Published in Campaign Brief Asia on April 16, 2013.

International brand consultancy Greenkern supported BMW and its joint venture BMW-Brilliance Automotive (BBA) in the development and positioning of a new brand for the Chinese market, including the development of its logo and the brand's Chinese and international name.


The new brand "Zinoro" (or 之诺 "Zhi Nuo" in Chinese, "The Promise") was unveiled in Beijing with a festive act under participation of BMW senior management and high-ranking CPC officials. The new brand will mark locally developed vehicles from BBA.

"Faced with the challenge of creating a new China brand from scratch, Greenkern proved to be a partner that combined deep strategic experience in the Chinese market with creativity and great enthusiasm." says Sonja Piontek, Head of BMW Strategic Naming. "Working with Greenkern was both inspiring and effective."

The consultants have already worked for the BMW Group for more than five years. "It's hard to imagine a greater honour for a creative brand consultancy than to create BMW's first fully new brand in the world's biggest car market", says Tom van Dillen, Managing Director of Greenkern's Beijing office. "We can't wait to watch as the new brand brings quality mobility to the market."