Building Brand Architecture Report: Mercedes-Benz Vs. Toyota.

Introduction
This report builds and examines the brand architecture of two brands – Mercedes-Benz Vs. Toyota- in the
personal automotive market. The two brands are chosen as they compete in very similar markets and yet
have very different brand personalities. Mercedes-Benz Vs. Toyota are among the valuable brands in the
personal Automotive market, and this report will bring out the stark differences in the brand architectures
of these two brands. The goal is to observe how consumers can have vastly different perceptions of and
relationships with very similar products owing to the differences in brand architectures. Both brands are
equally stable in the market and comes under top 10 in the Interbrand ranking of 2018-2019.

Brand Architecture
The first step is to develop brand pyramids for both brands.
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
Brand Architecture for Mercedes-Benz: 

Brand’s core/essence -Luxury, High Status, Power,

Confidence, Esteem.

Brand’s personality -Male,32 years or above, Organized, Well-

groomed, Handsome, Stylish, Aiming to Perfection in its own.

Product’s emotional benefits -Safe, Unique, Important,

Controller, Royal.

Product benefits -Comfortable Seats, Smart Features, Very

Stable, High Safety.

Product attributes -Luxury design, Luxury Interior, High Motor

Performance, Safety, High quality Material.


Brand Architecture for Toyota:

Brand’s core/essence - Intelligence, Composed, Content.

Brand’s personality - Male/Female 27 years old, Smart, familiar,

classic.

Product’s emotional benefits - Friendly, Reliable, Optimistic.

Product benefits -Comfortable seats, Low Price of spare parts,

Value for money.

Product attributes- Performance, Economy, Low Price.

Brand comparison
As we can see both brands compete in very similar markets. Also both brands put a high value on performance and
product quality. However, the differences in the brand personalities appeal to very different target audiences in
the same market. Mercedes-Benz prides itself on the exclusivity that it brings through its stylish and appealing
designs and premium pricing. On the other hand, Toyota attracts its audience with the high level of customization
of its products and variants that it offers with its products, its price flexibility, good performance and its
economical gas consummation. While Mercedes-Benz creates a sense of belonging for its customers, Toyota
provides its customers the value for money.
Mercedes-Benz targets the top end of the market, and its customers are not usually price sensitive generally high-
end costumers, who mostly buy it to show their luxurious state. There are many options to choose from, but brand
loyalty is very high depending on its current stature and it has become a symbol of wealth. Mercedes-Benz in its
price segment has a low competition as compared to Toyota. Toyota offers a huge variety, and has something for
every section of the market. It lets its customers control the pricing through the customization model. Toyota’s
customers are generally more likely to be mid-upper class people.
Due to differences in pricing, Mercedes-Benz’s products are high margin products. On the other hand, Toyota
relies more the sales volume. Thus both brands serve the company’s goal of revenue share through two different
drivers.

Brand Value
Interbrand ranking is provided below for both the brands. However, these rankings resemble the Brand asset
valuator in that they do not provide a dollar value, and rather rate brands on various other parameters such as
innovation, customer reviews etc.
Toyota’s brand value could not be determined. However, Mercedes-Benz can be arguably treated as the more
valuable brand. Over the years, Toyota has struggled to maintain the brand value that it had during its
astronomical rise. While Mercedes-Benz continues to grow its fierce brand loyalty, Toyota’s products are
increasingly seen as replaceable commodities. Still Toyota hold a greater rank because of its huge presence of
customers throughout the world.
Forbes ranked Toyota at 9th with an estimated value of $44.6B with a brand revenue of $ 190.8B providing no
value in change, whereas Mercedes Benz ranked 17th with an estimated value of $33.2B with a brand revenue of $
125.9B providing -3% change.
Interbrand Rank Rate Valuation
(Mercedes-Benz)
2017 09 +10% $47,829M
2018 08 +2% $48,601M
2019 08 +5% $50,832M

Interbrand(Toyota) Rank Rate Valuation

2017 07 -6% $50,291M
2018 07 +6% $53,404M
2019 07 +5% $56,246M

Sources Consulted
https://www.interbrand.com/best-brands/best-global-brands/2017/ranking/

https://www.interbrand.com/best-brands/best-global-brands/2018/ranking/

https://www.interbrand.com/best-brands/best-global-brands/2019/ranking/

https://www.forbes.com/powerful-brands/list/#tab:rank_industry:Automotive