One Global Mercedes-Benz Language. How to Create a Common Way of Thinking about the Brand in the Process of Globalisation
Hans-Georg Brehm and Alison Segar
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....
