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Mercedes-Benz brand is both the oldest and the most famous automobile brand in the world. Present in 10 countries, Mercedes is also a global brand. Further, there is much about Mercedes-Benz that gives it the status not only of a global brand but also of an icon. Before we move further, it is important to understand the brand's history
First, the local policy of Mercedes-Benz towards global expansion was focused on local expertise and market knowledge. For instance, in the face of the sport utility vehicle phenomenon in America, the company called upon local expertise to develop a competitive car for the international market. The result was the development of the M-Class model.
Second, the policy was reflected in many other areas beyond the immediate business of developing and selling products.
Thirdly, the brand is undergoing rapid change, happening at different ways and at different places around the globe overcoming cultural differences. To sum up, a culture in difference, times of dramatic change-these two elements set the backcloth for the development of Mercedes-Benz' global brand language.
But what is it about Mercedes-Benz that makes it an icon in consumers' minds and not just a leader in the category?
Quality v. Total Product Experience
Leaders focus on quality, were Mercedes optimizes the total experience of its brand. Mercedes invites the visitors to discover Mercedes-Benz and share this experience. Specifically, it says "Discover the world of Mercedes-Benz. Experience the automotive fascination and variety of the Mercedes brand. Share with as the passion for which this name has stood for more than 100 years."(According to the company's website).
Commitment to Superior Total Service
Icons express commitment to superior total service. Specifically Mercedes-Benz indicates that the Mercedes experience is about more than just extraordinary experiences behind the wheel. Mercedes cares about service, maintenance, warranties and client care and is devoted to the lasting satisfaction of Mercedes-Benz owners and the long-term up keeping of their automobiles. It also should be mentioned that Mercedes always updates all Mercedes owners about new models and offers them the privilege to test drive them and enjoy the new driving experience first and for free.
Consistency v. Timelessness
Leaders are consistent were icons are timeless. Mercedes is a timeless, connected to the past, involved in the present and visioning the future. People say that anyone who reviews the past will learn something about the future.
The unprecedented tradition of Mercedes brand with the three-pointed star is more than just a list of automotive engineering achievements marking the state of the art in their day and age. The Mercedes-Benz tradition builds a bridge from the tentative beginnings of motorization in the last century via the current high technology standards into the future.
Consistency in look and feel v. symbolic world
Leaders strive for consistency in look and feel were icons create a symbolic world building symbols and mythologies, which are always present, instantly recognizable and very well linked to the symbolic world, so does Mercedes.
Present Mercedes, since its initiation in 100 is always and everywhere (in 10 countries worldwide) present.
Instantly recognizable Mercedes' three-pointed star surrounded by a cycle symbol appearing at the front of Mercedes' cars is highly recognizable all over the world right as the Coca-Cola bottle shape, or McDonald's golden arches are and it is supposed to symbolize Daimler's (the founder's) ambition of universal motorization-"on land, on water and in the air".
Strong Identity Mercedes' symbol and design has always been consistent. For instance, a Mercedes has always looked as a Mercedes! Despite the introduction of numerous design innovations it was clear that there must be no radical break with tradition leading to a loss of identity.
Symbol & actual brand link The connection in consumers' mind between the star symbol and Mercedes car happens instantaneously.
Superior Perception Achievements & Media
Icons achieve superior perception achievements that differentiate them from competition. As of 6/0/00 there were two first places for Mercedes-Benz. Specifically, in this years "Europes No. 1 Car" competition staged by the motoring publication "Auto Bild" and its 1 European partner publications, the readers and an expert jury voted the Mercedes-Benz E-Class the best new model to appear on the European market in 00. In the period from its market launch in March last year up to February 00, some 0,000 E-Class Saloons were sold worldwide.
Mercedes-Benz was also presented with the innovation prize for the development of the PRE-SAFE safety system. This is the second award that the new, anticipatory occupant protection system has won in a matter of weeks, following the presentation of the Paul Pietsch Prize by the publication "auto motor and sport". PRE-SAFE marks the beginning of a new era in car safety technology the system, which is fitted as standard in the S-Class, recognizes when an accident is imminent and instantly acts to provide optimum protection for the occupants should a collision occur. The winner of the innovation prize is selected by the Auto Bild groups 14 European editors.
Leverage Events to the Max
Were leaders utilize the full range of marketing communications, icons leverage event to the max. Mercedes-Benz, being an icon, supports excellence at the highest levels of competition in motorsports, golf, and tennis. Whether its the West McLaren Mercedes Team in the Formula One World Championship, the worlds best golfers on the PGA Tour at the Mercedes Championships, LPGA Superstar Annika Sorenstam or the excitement of the ATPs Masters Series, Mercedes-Benz Sports means high performance.
Strategically "Good Works"
While leaders just give to charity, icons like Mercedes-Benz strategically integrate "Good Works" throughout the organization. Mercedes-Benz believes that a premier company must lead by example. Its composition and activities must reflect its current and future marketplace and the societal issues that affect it.
Mercedes-Benz USA for example, invests in the communities in which it lives and works through its corporate headquarters in Montvale, N.J. and through the six regional offices around the country with a variety of charities, diversity relations programs, community events and womens initiatives.
Because of its reputation for innovation and leadership - qualities that are mirrored among our owners and employees - Mercedes-Benz USA puts particular emphasis on causes designed to educate and empower future generations, particularly those who are underserved.
Creative Strategy Statement
Mercedes-Benz' attitude
"Exemplary in fairness and engagement", which reflects the company's commitment beyond the manufacturing of the product with the sense of providing mobility for the individual.
Deliverables
Discipline Performance, power, legendary German engineering, being solid and trustworthy, which translates into safety, reliability and quality.
Hedonism Enjoyment, passion, individuality and last for life.
Solidarity Social ethics, thinking of society, principles, which translates into environmental responsibility, sharing technological innovations and industry advancement.
A strategy statement is composed by two parts the rational part and the emotional (psychological codes, in other words codes that describe how the brand behaves, what it delivers to consumers) part set in relationship with the brand. According to the brand's rational characteristics as well as the emotions that delivers to its consumers the positioning statement would be as follows
Rational Mercedes with a global presence and a history of over 100 years has always been a perfect synthesis of heritage and innovation.
Emotional The world of Mercedes-Benz is about experiencing the automotive fascination and sharing a continuing passion.
Psychographic Audience Description
Type Characteristics Audience
C class Trim figure, dynamic performer, stylish. Mixture of old-world conservatism and a new plucky character.
Coupe sexy looking, sporty, chic and flashy. If we take under consideration that is about $10,000 cheaper than E, is targeted to a younger (especially the Coupe version), less affluent, upwardly mobile audience.
Character Successful 0-somethings, educated, single or recently married, confident, ambitious, power and control seekers, materialistic, like to be noticed and prove themselves and enjoy all the Mercedes' privilege without having to pay much.
Work Sales, managerial positions, professionals.
Lifestyle Fashion, flashy accessories, travel, dining out.
Attitude "Life is what you make it."
E class Elegant beauty and good looks combined with advanced technology. Prestigious, conservatively handsome styling, austere luxury, solid, safe driving experience. If it was a room it would be the office of a hardworking executive, not the pampering pen of a playboy. It's a car to buy mom for not only to pamper her but also protect her.
Character 40+, frequently male, college graduate, income over $150,000, married with or without kids, affluent, conservative, prestigious, elegant, sophisticated, performance and comfort seeker, professionally and materially successful, established, status cautious, enjoy solid and safe driving experience, hard-working, sees car as a reward for working hard.
Work Executive, doctor, entrepreneur.
Lifestyle Comfortable with the familiar comfort of home, family, friends and community, on-road comfort and luxurious traveling, hi-tech, opera, theater, art, reading, special-interest magazines &cultural events.
Attitude "Everyday is a gift."
SLK Designed to delight the fresh air enthusiast, reflects passion beautifully. Playful manners, young image, sporty personality, easy livability, more performance than could be handled, beautiful shape, classic lines, style, solidity, features. Character 0-, or youthful elders, at least half women, single or married no kids, athletic, sporty personality, high speed and performance funs, livable, stylish, bold, creative, liberal, ambitious, enjoy life, live big, individuality, image important to them, make their presence visible, the car represents a form of escape.
Work Sales, athletes, artists, fashion
Lifestyle Trendy sports, extreme traveling, fashion, dine out, cosmopolitan, art exhibitions.
Attitude "Continuing passion."
M class An off-roader with all the luxury of a Saloon, is for those who expect a little more. A blend of all-terrain ability and on-road comfort, it's at home in all environments. Character 0+, married, with kids, intelligent, educated, established, active, adventurous, mobile lives, busy-schedule moms spending time picking up the kids, running errands and other daily duties, care about personal and passenger safety, on-road comfort, and convenience.
Work Working professionals or busy mothers.
Lifestyle Adventure, family trips, safety important, environmental responsible, TV, gardening, family gatherings, traveling, sports.
Attitude "Life is an adventure."
The psychographics developed above are general global psychographics, though there might be some regional deviations. For instance, we should take under consideration that target audience and personality match to a specific Mercedes-Benz car might be more liberal in U.S due to leasing and specific buying plans that benefit the middle class. In U.S owning a Mercedes does not necessarily mean that you are affluent, since middle class or upward mobile classes have also access to it. In contrast in Europe the car purchase is made according to the tax bracket each individual fall under, therefore the connection between wealth and social status to the type of car you own is more rational and accurate.
In addition, an interesting angle from the readings was the fact that Mercedes is also a strong competitor in the taxi market in Europe. Does this harm Mercedes image? Not necessarily. It actually tells as something more about the European culture and lifestyle and the fact that comfort is an important factor of everyday transportation. Not to mention that the majority of Europeans use their own car for everyday transportation even under heavy traffic. Therefore Taxis have to be an attractive and comfortable alternative to be considered as an option.
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