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English presentation- topic 3
Instructror : Mai Huu Hanh
Merbers of group :Vu Thi Thuong(group leader) Bui Quoc Phuc Tran Thi Hoang Trang Vo Dieu Linh Pham Thi Huyen Pham Thi Minh Tam :A6- TCQTB-K46
A6 – International Finance
Brand image is the image of a good or service which is formed in the customer’s mind. its effective branding strategies looked at 4Ps: product. I’m Hương. It is also important how the consumers formed the brand and what kind of relationship was formed with the brand . • What’s brand image? Thank Huong. Its marketing strategy is our example. • Role of brand image As you know. It’s pleasure to meet you today. company or symbol (logo). many companies spend large amount of money on building their brand image. So let’s start with some background information about brand image. Consumers perceive and accept many brands within a certain trade group in different ways. It will take about 20 minutes to cover this issue. international finance. We have divided our presentation into 2 main parts: first. Then we will give an example of a famous brand and its branding strategyies. Phuc. we’d like to give you our presentation about brand image. there’ll be time for questions after my presentation. lost customers and other groups of people connect with the A6 – International Finance 2 . the definition and role of brand image.what the brand means to them and how they have accepted it. Brand image is of key importance to long-term management of a brand. What’s brand image? Brand image is the impression or what people think or feel about a particular product. place. Lastly. Today. Why do they do that? Let’s move on to the role of brand image to explain. one of the most common names for luxury car manufacturing in the world. another member of our group is going to give you some information about brand image. we ‘d like to start our presentation right now . We have chosen Mercedes – Benz. Well. And the image basically expresses a way of a consumer thinks about the brand and the feelings the brand arouses when the consumer thinks about it. potential customers. Understanding the relationship between consumers and brands can help a company control its successful brand positioning and the efficiency of advertising. Hello everyone! I’m Phuc. a6 class.English Presentation – Topic 3 Good morning everyone. second. Company image is the valued customers. Let’s me introduce myself. I come from Group I. price and promotion. and is accepted through the consumers' direct experience.. Brand image is developed through advertising campaigns with a consistent theme.
Daimler's light trucks. Brand image is acompanied by brand identity to contribute to company brand as you see from the slide. the air and the sea. a laurel wreath was added in 1926 to signify the union with Benz. As you can see. and later was simplified to the current logo design in 1937. Gottlieb Daimler and Carl Benz were born only 60 miles apart in southern Germany. The Mercedes. We’ll give you an overview about a famous car brand and strateergies to promote its brand image.Benz’s logo is a symbol of reliability. Then. Today. First. This may be the spiritual way of looking at the logo. All the time that Mercedes Benz are designing and racing cars. Now. Carl Benz built a motorized tricycle. Mercedes. In 1888.English Presentation – Topic 3 organization. Which means that we all end up with a finer product. First. and his engines on Long Island. Huyen will show you clearly about product stratergy.Benz. the three pointed star of Mercedes’s logo has been designed to represent their domination over the land. one of the most famous brand in luxurious manufacturing ar in the world. A6 – International Finance 3 . speed and quality of workmanship. So you should know that you will have a quality car. but nowadays Mercedes .Benz owners probably do not look at the logo in that way. In 1886. The two companies merged on June 28th 1926 and named Mercedes-Benz. This is a very important event which highlight Mercedes-Benz’s foundation. From 1904 until a fire in 1907. This has been around since the 1920s. produced trucks. Minh Tam will give you some genaral information about its history and its success. Benz and Daimler signed an "Agreement of Mutual Interest" in 1924. Mercedes Benz is especially important on the race track. • Genaral information of Mercedes Now I’d like to talk about history of Mercedes. And Gottlieb Daimler built a horseless carriage. It means that the technology breakthroughs can be used on their cars destined for the domestic market. That is all I want to talk about Mercedes’s history. Steinway produced Mercedes passenger cars. I think Mercedes’s logo have a meaningful content which express Mercedes’s power. Moreover. Daimler made a business deal with William Steinway (of piano fame) to produce Daimler's products in the US. I’m sure all of you know about this brand. Many race car drivers choose the Mercedes Benz logo for their own car. this is Mercedes Benz Logo. Let’s now take a look at Mercedes’s logo. it was used on a Daimler in 1909.
English Presentation – Topic 3 • Product strategy Hi everyone! I’m Huyen and now I’ll continue to the next part: Mercedes’s products. And now. To get satisfaction.. this brand always focuses on quality and changes product policy suitably. warning system. for example. You can see the product policy of the brand always changes suitably. SLK is one vehicle capacity attracted and distributed under the car boko ratings. systems sign road and hit from behind. Mercedes-Benz SLK 2009 has three versions.3L V12 the biggest engine ever put in a Mercedes-Benz and in 2010. They are various. You can see all the colours: gray. Observing the fact. I’m certain that its speed will make you astonished because a mercedes can give 510 horsepower. It is produced for passion for sport style with A6 – International Finance 4 . known as "Adenauer Mercedes" in 1951. 2009 SLK-Class has all the equipment safety standards. TV. from ancient to modern for other hobbies and suitable for both young and middle aged people. Futhermore. With a series of improvements in 2009. Mercedes has got great success with high quality on each product. In 1928. many diverse types of lights. In addition. its SSK legendary racing car. After 100 years of development.. Mercedes continously launchs new products right time. An other factor is it’s multicolour. this brand has many styles for it’s cars. SLK Mercedes-Benz continues to bring driver the feeling of driving sports cars with capacity and power. It’s Mercedes-Benz SLK 2009… Being in the fourth year of production. mercedes has lauched out many perfect products. vision and suitable lighting. Each car is equipped with many modern equipments: System compressed air suspension. And one more reason makes mercedes loved all over the world is it’s facilities. with 44950 USD. a customer will only be attracted with a car which is almost perfect. green . Mercedes-Benz SL73 AMG. Here are some significant car models produced. 7. anti-vibration. ivory. red. C111 was lauched. I’m sure that all you want to know about the latest product of Mercedes. Mercedes-Benz AMG Gullwing SLS will be shown. And in 1969. radio. then Mercedes-Benz 300. white. To satisfy it’s customers.. To do that. yellow. You also can set high-speed and change quickly if you like. The variety can be loved by the choosiest customer. air condition . Its designed and decorated perfectly to bring driver the comfortable and easy to control feeling. It’s fashion will certainly make you double confident when sitting in a Mercedes. automatic gearbox. all are invented to satisfy you. to meet new demands quickly and exactly.. In 1995. you will have the basic SLK300.
SLK350 is the best choice. As you know.000 sq. Then.m. Studebaker would allow Mercedes-Benz access to their U. Under the deal. Besides its native Germany. the Mercedes-Benz Museum shows around 160 vehicles on permanent display. makers of Studebaker and Packard brand automobiles. It is not an only traditional but also potential market. Mercedes-Benz offer a European delivery option for international customers who purchase a Mercedes-Benz automobile. dealer network. in 1958 Mercedes-Benz entered into a distribution agreement with the StudebakerPackard Corporation of South Bend. 2009 SLK is one of the vehicles classified as boko luxury. We’ll turn to the detail. Indiana (USA). place is one of 4Ps. Gearbox automatic 7 levels associated with the V6 engine of 3. including not only the earliest models but also the latest series production vehicles. It’s mounted V8 engine capacity reached 355 horsepower with momen maximum up to 510 Nm with 64300 USD.S.5 liter capacity reached 300 horsepower and the momen maximum 359 Nm with 49950 USD. • Place strategy I am Trang. this place fascinates visitors from all over the world. to own these features you must pay so much. and in return receive compensation for each car sold. If you have passion for speed Version. A big draw for visitors to Stuttgart is the sensational Mercedes-Benz World. Studebaker also was permitted to use the German automaker’s name in its advertisements. However. Mercedes has managed an effective and has friendly relationship with all suppliers. handle shipments of vehicles to those dealers. Mercedes-Benz vehicles are also A6 – International Finance 5 . which has the most expensive price in the market. On a total area of 17. Mercedes-Benz automobiles are available at dealerships in more than 129 countries and their work fleet (trucks and commercial) vehicles are available from a group of dealers worldwide as well as direct from the factory. Let’s move on business alliances. Mercedes’s headquater are in Stuttgart of Germany. Now I will tell you about place strategy of Mercedes. And if you do not take care of money. SLK55 AMG version is produced for you. which stressed Studebaker's quality over quantity. Therefore.English Presentation – Topic 3 Gearbox and the V6 engine of 3 liters capacity reached 228 horsepower and momen maximum 300 Nm. Trang will show you clearly about place strategy. it helps company distribute a strong brand image. As with several other European automobile brands. Stuttgart situated in the heart of one of Germany's largest wine-growing regions.
Brazil. however. The products have been arranged beautifully. Hungary and so on. Price is most simply described as the amount of money that is paid for a product or service. Power of Customers Buyers compete with the industry by forcing down prices.Benz with Thuong’s presentation. When establishing a price for a product or service. one of the most important strategies to make impression on consumers. Linh will help you know about the price stratergy of Mercedes. causing it to be viewed as prestigious. And now. Mercedes company chose to promote. Customers purchase products from them knowing they probably paid too much. In addition. which involves pricing a product high so as to limit its availability to the higher-end consumer. In case of Mercedes. since it is the only one that generates revenue for a company. A6 – International Finance 6 . so when calculating the price for each using-year. the time of using is by far longer than any other normal car.English Presentation – Topic 3 manufactured or assembled in many countries such as Austria. And now. the price of each car is quite expensive. Please look at the screen. and enhance the image of its product through the use prestige pricing. Canada. these companies have the prestigious reputation of high quality products and exceptional customer service. maintain. Mercedes’s price is “cheaper” than those. That's how they maintain market share. a company must first assess several factors regarding its potential impact. and playing competitors against each other-all at the expense of industry profitability. as you can see this is one of the showroom of mercedes. Showroom has been designed especially to attract the customers. Differentiation of product has enabled Mercedes Benz to beat down the power of its customers by offering them basically the same product (engines) at various prices under various models and class. this is not a problem because a profit is still possible due to the higher markup on each item. This limited availability enhances the product's image. bargaining for higher quality or more services. you will understand about promotion strategy of Mercedes. Mercedes have been invested millions of dollars in the showrooms every year. But. Although a company that uses this strategy expects to have limited sales. • Price strategy Price is perhaps the most important of the four Ps of marketing.
English Presentation – Topic 3 • Promotion strategy Now. The company introduce new product message and branding. This new group is much younger than the traditional Mercedes-Benz owner. The promotion strategy has reflected the evolving Mercedes-Benz range. and Daimler-Benz recognizes this which is why they manage an effective and friendly relationship with all suppliers. suppliers are usually large in number. In the car manufacturing industry. Obviously. Over the past few years. the Mercedes-Benz marque has dramatically expanded the range of vehicle on offer.acement allows for message to be reached by specific audience through billboards.all of you can see the advertising cost of the company increase along with sales. Advertising time of the year is Q1 and Q3 as well as December and June. advertising is one of tools of marketing. and publicity. In fact. many people are confused with advertising stratergies and marketing stratergies. About advertising stratergies. reach most amount of people through televison. Especiallly. I will tell you about the promotion strategies of mercedes. The “Oh Lord Won’t You Buy Me A Mercedes-Benz” TV campaign has been used extensively. There are four main promotional tools: advertising. Because of its importance. About Internal publics: Daimler-Benz holds excellent relationships with all its suppliers this is due partly to the scale of operations and the total expenditure on suppliers. This was anticipated in the promotion strategy well in advance. to appeal to a wider prospect group. sales promotion. with more relaxed lifestyle values. and the addition of the M-class and A-class was viewed by some as a potential threat to the integrity of the brand. They can tailor message by placing in speific magazines and p. The “Oh Lord” campaign has been used to introduce the new models and also to provide a younger feel for the marque. At the same time Mercedes-Benz has continued to make extensive use of magazines and newspapers. personal selling. The company have mass media included television ads. This can be seen by the economic downturn of the late nineties when Daimler- A6 – International Finance 7 . Potential consumers must get information that will positively influence what they think of a business and convince them to use its services. magazine ads and billboard ads. promotion is a critical part of doing business. Mercedes always attachs special importance to advertising campaigns. Mercedes really make strong impression by a lot of PR activities. Promotion is the tool to accomplish this goal.
English Presentation – Topic 3 Benz had asked if suppliers could reduce their prices. Horse Racing. They organize training class to costumer drive new car and regard it by themselves. Tennis. Mercedes-Benz will be the title sponsor of Stockholm Fashion Week by Berns. Manager Brand Experience Marketing for Mercedes-Benz USA. By this way. beginning in 2009. Mercedes-Benz continues to sponsor carefully selected events. Third." said Lisa Holladay. First. Each is selected because of its ability to support the total promotional strategy and the marque’s values. innovative drive and visual appeal. Mercedes-Benz established the new prize in order to encourage upand-coming Swedish fashion designers Second. Third. Even though the Mercedes-Benz brand is over 100 years old. Mercedes-Benz has established itself as a supporter of premier international fashion platforms. the most important fashion event in Sweden. Coinciding with the swimwear industry's largest trade show. "Cars and fashion have many similarities including the opportunity to create exclusive products that meet the desire for individualism based on style and design. opera and other cultural events as well as closely related vehicle activities including Formula One and CARTS.First. they celebrate many social events. for over a decade. their brand becomes more friendly with people. Australian Fashion Week. Mercedes Benz Fashion Week – Miami 2009 will be held at July 15 19. the A6 – International Finance 8 . including The Presidents Cup Golf. it is always young at heart. Mercedes reached many objects. It’s “to kill two birds with one stone”. In cooperation with event organiser Berns Salonger and national design schools. Second. About External publics. The initiative was already launched this summer with the first presentation of the MercedesBenz Young Fashion Industry Award at Stockholm Fashion Week in July. Like no other brand. safety. which they all did. 2009. they can do opinion poll with low cost. The reason for this is that Daimler-Benz has existed for over .They links with the world of style through Mercedes-Benz fashion week and sponsorship of both the arts and sports such as horseracing. Mercedes-Benz incorporates the highest standards of quality. The integrity of the brand has been maintained throughout. I can update you on three of those activities. they can check quality of their product. tennis and golf help maintain the image and keep Mercedes-Benz in touch with what its customers love and how they live.
Before stopping. supermodels and celebrities come together in South Beach to celebrate the sexiest swimwear designs in the world Well. It’s time for questioning. Thank you for listening. we’re very pleased to answer any question from you. Now. beauty.English Presentation – Topic 3 invitation only event provides a runway platform for designers' swimwear and resort collections with exposure to national and international media. this bring us to the end of our presentation. Fashion. we give you a brief overview of brand image. style setters and fashionistas. Firstly. Are there any question? A6 – International Finance 9 . let’s me go over the key issues again. then we analyze Mercedes – Benz branding stratergies as our example for well-defined branding stratergy.
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