One Global Mercedes-Benz Language
How to Create a Common Way of Thinking About the Brand in the Process of Globalisation
Alison Segarand HansGeorg Brehm
INTRODUCTION
Historically, the MercedesBenz brand has developed quite autonomously around the globe. At the beginning of the companys product offensive in the early 1990s, it was recognised that the brand needed to have greater commonality and clear direction in the face of globalising competition. A brand model was developed as a platform for this process. This paper provides an insight into how this model was integrated into brand thinking within the MercedesBenz...