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....