One Global Mercedes-Benz Language. How to Create a Common Way of Thinking about the Brand in the Process of Globalisation

How global branding was developed for Mercedes Benz in the early 1990s. Case history background and rationale described.

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...

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