Viper Mercedes Benz 76317

Mercedes-Benz The Luxury of Brand DNA Nick Kelvin BJK&E Media

“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"

Key DNA Attributes Exclusivity

Assured Quality

Authenticity

Pedigree

History of Mercedes-Benz

History of Mercedes-Benz

History of Mercedes-Benz

History of Mercedes-Benz

Example Mercedes-Benz World Firsts Collapsible Safety Steering Column

Standard Airbag ABS

Crumple Zone Safety Headrests

Seatbelt Tensioner ESP

Front enger Airbag

Side Airbag

Brake Assist Seats with integrated Seatbelts

Mercedes-Benz: A Top Ten Global Brand

Source: Business Week / Interbrand: Top100 100Brands Brands2006 2006 Source: Business Week / Interbrand : Top

Logo Says It All

 The „three-pointed star‟ is better recognised around the world than the Christian cross

–

International Olympic Committee: Worldwide Symbol Recognition Survey, 1995 – Enduring ion/Leslie Butterfield

More than a car…

Andy Warhol

Cars

…or a conventional brand…

 Mercedes-Benz is the most mentioned brand in song lyrics Source: agendainc.com

…it‟s a cultural and social icon

Encapsulated in MB-World

Total Mercedes-Benz Brand Experience at Brooklands

Key DNA Attributes for Reinvention Exclusivity

Assured Quality

Authenticity

Pedigree

High-End Luxury Maker or Go for Growth?

“The best or nothing”

“The best for the customer”

“We had to take the brand out of its niche, and allow for economies of scale. We couldn‟t 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 position in each sector is possible” Prof. Jürgen Hubbert CEO Mercedes Car Group (to 2004)

From Three New Cars in Ten Years…

Year:

1978

1979

1980

1981

1982

1983

1984

1985

1986

1987

1988….

…to New Broader and Deeper Range…

Year:

93

94

95

96

97

98

99

00

01

02

03

04

05

06

…Sharing the Same DNA…

…and Opening up to More People… Adulthood

Middle Age

Maturing Years

Exploring, questioning the value of things

Life and career are established and steady

Adding value to life, no compromises

Beginning careers, working hard, seeking life experiences and answers

Working hard, achieving balance, seeking stability and respect

Taking control, doing things always wanted to do/dreamed of doing

Source: Workshop

…While Protecting the Price

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

Adulthood

Middle Age

Maturing Years

Exploring, questioning the value of things

Life and career are established and steady

Adding value to life, no compromises

Beginning careers, working hard, seeking life experiences and answers

Working hard, achieving balance, seeking stability and respect

Taking control, doing things always wanted to do/dreamed of doing

…is stopping to enjoy the trappings of success and gaining recognition for achievements

…represents taking control and rewarding yourself with special experiences

…represents a marker, a rite of age, part of life’s journey

Models

Reward

Rewarding Companionship

Source: Workshop

There is an element of status that is the outer-directed expression of wealth

 Flash, Showing off  The idle rich  Decadence  Indulgence

 Opulence / excess  Competition  Power, position

Source: Workshop

New Status Values Inner Directed

Personal Reward

Self deceit Delusions of grandeur

Substance

Vacuous Flash Bling

Status Symbol

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

Mercedes-Benz Transcending Outer Directed Values Marque X Rewarding individual experience

Public show of indulgence

Obviate the negatives of driving

Accentuate the positives

Make life better

Make life more exciting

Balance, harmony, control

Aggression

At one

Out do

Nothing to prove

Everything to prove

Effortless

Trying your hardest

Get there better than when you left

Push to the limit to get the most out

Arrived

Still getting there

Planned, no surprises

The unexpected

Source: Workshop

The Strength of Mercedes-Benz DNA

 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?

The Highest Mainstream Marque Trade-ups Mercedes-Benz Sales

> 30% more trade-up sales than nearest rival

A-Class s for 26% trade-ups

Source: Market Intelligence Services

YTD Sales: August 06

Source: Market Intelligence Services

Mercedes-Benz

+11.2%

Competitive Set

- 2.6%

Total Market

- 4.3%

Mercedes-Benz: Redefining Luxury

Exclusivity

Knowledge

In/Outward Life Phases

Time and Experience

New/Old Money

Thank You