[摘要]: 对一些人来说,品牌即信用、地位或个性。产品的仿制速度非常快，但随着品牌文化内涵的培养，企业可以摆脱形式上的相似，从而让消费者从内而外地关注一个品牌。品牌文化可以通过多种渠道来展现，给消费者带来不仅是产品更是企业理念的体验。本文正是从品牌文化建设的角度来比较梅赛德斯·奔驰和宝马企业之间的异同，最后找出对其他企业品牌文化建设的启示，使品牌的推广与发展能够有效、健康地进行。

[关键词]奔驰； 宝马； 品牌文化； 比较； 启示

[Abstract]: For some people, the brand is credit, status or personality. The imitation of a  product turns up very fast. But with the brand cultural, businesses can get rid of similar forms so that a brand will be concerned with by consumers from the inside to the outside. Brand culture can be showed by various channels, which provides the consumers not only a product but also the experience of the corporate philosophy. This paper is about the similarities and differences between Mercedes Benz and BMW in the point of brand culture. And finally we can find the revelation of the cultural construction of other brand to make a effective and healthy brand promotion and development.

[Key words] Benz; BMW; Brand Culture; Comparison; Revelation