True Stories Behind Car Company Logos: BMW

In the case of BMW, myth (and savvy marketing) has fooled generations into linking the company’s logo with an aviation theme.

“A German advertising agency in the 1920s produced an ad that showed the [BMW] roundel against the spinning propeller of an airplane to reflect the company’s origins as an aircraft engine manufacturer,” says Dave Buchko, company spokesman for BMW North America.

“That, it seems now, turns out to be urban myth.”

While it’s true that BMW manufactured airplane engines, the blue and white logo represented the colors of the Bavarian flag, not a stylized propeller and sky.

By Nick Kurczewski

True Stories Behind Car Company Logos: Ferrari

One of the best known emblems of all time, Ferrari’s Prancing Horse first appeared on warplanes flown by Francesco Baracca, an aviator and hero of World War I.

In 1923, Enzo Ferrari met Francesco’s parents after a race, where they suggested Ferrari use their son’s prancing horse badge on his race cars - both for good luck, and as an homage to Francesco, who died before the war ended.

A yellow background was added (it’s the official color of Enzo Ferrari’s hometown of Modena, Italy) and the horse’s tail was redesigned to point upward.

By Nick Kurczewski

True Stories Behind Car Company Logos: Mercedes-Benz

The origins of some automotive logos begin even before the dawn of the automobile.

The Mercedes-Benz three-pointed star is commonly known to symbolize the use of the company’s engines on land, sea and air.

But the star first appeared on a personal note written in 1872 from company founder, Gottlieb Daimler, to his wife. Mr. Daimler used a three-pointed star to mark the location of his family’s new home in the town of Deutz, Germany.

His sons adapted the emblem as the Mercedes-Benz logo from 1910 onward.

By Nick Kurczewski

True Stories Behind Car Company Logos: Rolls Royce

Tragedy plays a role in a popular myth surrounding the famous intertwined double-R logo of British luxury automaker Rolls-Royce. The company’s founders, Sir Henry Royce and Charles Stewart Rolls, originally used red lettering for the emblem that combined the first initial of their last names.

Legend has it the color was changed, from red to black, in a mark of respect after the death of Sir Henry Royce in 1933. In reality, black lettering was simply considered more becoming of a prestigious luxury car. The timing of the color change was pure chance.

Rolls Royce’s second iconic emblem, the Spirit of Ecstasy hood ornament, is linked to a similarly tragic (but in this case, entirely true) tale.

Designed by Charles Sykes in 1911, the model for the emblem was Miss Eleanor Thornton, the personal secretary of John Scott Montagu, the 2nd Baron Montagu of Beaulieu and friend of company co-founder Charles Stewart Rolls. In 1915, Miss Thornton died at sea while traveling to India. Yet for almost 100 years her likeness has graced every Spirit of Ecstasy.

By Nick Kurczewski

Top 100 Global Brands: Apple Soars, BP Slumps and Coke's Still No. 1

Brand consultant Interbrand is out with its annual top 100 "Best Global Brands" ranking, with Coca-Cola topping the list for the eleventh straight year."

They are ruthlessly consistent in the way they deliver their brand," says Jez Frampton, group CEO at Interbrand. "They are a fantastic case study about how to do it properly. "

On the other hand, BP could be a case study in what not to do when it comes to managing a brand. In the wake of the Gulf spill, BP fell out of the top 100 rankings after being on the list for nine years.".

"We all know how they handled the tactical issues around the spill itself.

What they really haven't given us is a clear view to where BP is going in the longer term," Frampton says. "How would you feel right now as a BP employee?

Companies are only as good as the people that work for them. Giving a clear vision to people inside and out is very important to them right now."

In contrast to BP, Toyota was able to better manage its recall scandal, he notes, although the carmaker did drop to number 11 in the rankings vs. number 8 in 2009.

The Top 10 (value in millions)

1. Coca-Cola $70,452

2. IBM $64,727

3. Microsoft $60,895

4. Google $43,557

5. GE $42,808

6. McDonald's $33,578

7. Intel $32,015

8. Nokia $29,495

9. Disney $28,731

10. H-P $26,867

by Aaron Task in Products and Trends, Banking, Mobile

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