Professional Documents
Culture Documents
Viper Mercedes Benz
Viper Mercedes Benz
How Mercedes-Benz's brand DNA has enabled it to evolve and redefine itself to meet today's and future consumer demands of a luxury marque"
Assured Quality
Authenticity
Pedigree
History of Mercedes-Benz
History of Mercedes-Benz
History of Mercedes-Benz
History of Mercedes-Benz
Standard Airbag
ABS Seatbelt Tensioner ESP Brake Assist Seats with integrated Seatbelts
Side Airbag
Source: Business Week / Interbrand: Top 100 Brands 2006 Source: Business Week / Interbrand : Top 100 Brands 2006
The three-pointed star is better recognised around the world than the Christian cross
International Olympic Committee: Worldwide Symbol Recognition Survey, 1995 Enduring Passion/Leslie Butterfield
Andy Warhol
Cars
or a conventional brand
Encapsulated in MB-World
Assured Quality
Authenticity
Pedigree
We had to take the brand out of its niche, and allow for economies of scale. We couldnt restrict ourselves to some sort of Tiffany brand
Hilmar Kopper Supervisory Board Daimler-Chrysler
Exclusivity is not just about price, its about concept. Achieving a premium position in each sector is possible
Prof. Jrgen Hubbert CEO Mercedes Car Group (to 2004)
Year:
1978
1979
1980
1981
1982
1983
1984
1985
1986
1987
1988.
Year:
93
94
95
96
97
98
99
00
01
02
03
04
05
06
Source: Workshop
Mercedes-Benz needed to turn from being seen as a reward after a successful career to being an on-going reward through a successful career
Rewarding Companionship
Adulthood Exploring, questioning the value of things
Beginning careers, working hard, seeking life experiences and answers Middle Age
is stopping to enjoy the trappings of success and gaining recognition for achievements
Reward
Source: Workshop
Models
Opulence / excess
Competition Power, position
Source: Workshop
Personal Reward
Substance
Status Symbol
Vacuous
Flash Bling
Outer Directed
Source: Workshop
Today status symbols are more about the experiences they deliver
Private self fulfilment A reward for effort Fuelling knowledge and ideas Taking control A journey Escape Inner peace and wellbeing
Source: Workshop
Effortless
Get there better than when you left Arrived Planned, no surprises
Source: Workshop
ESP installed to all A-Class Virtues of being a Mercedes Paradoxically, may have increased brand warmth
A-Class
Has Mercedes-Benz's brand DNA enabled it to evolve and redefine itself to meet today's and future consumer demands of a luxury marque?
Mercedes-Benz
+11.2%
Competitive Set
- 2.6%
Total Market
- 4.3%
Exclusivity
Knowledge
New/Old Money
Thank You