Mercedes-Benz USA, LLC: Mercedes-Benz Corporate Branding campaign

Mercedes-Benz of North America was at the peak of its game in 1997 when it launched a comprehensive print and television brand campaign.

Mercedes-Benz USA, LLC: Mercedes-Benz Corporate Branding campaign

Cynthia Tokumitsu

OVERVIEW

Mercedes-Benz of North America was at the peak of its game in 1997 when it launched a comprehensive print and television brand campaign. Its sales were generally strong, its products were highly rated by industry analysts, and its market was loyal. This last point, though, held the seed of trouble; Mercedes knew enough not to remain complacent about its market. The plateau was illusory, because markets are dynamic: if Mercedes did not expand its market, and at the same time continually romance its existing market, eventually the market would be...

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