Brand Architecture

Mercedes-Benz as a division
Mercedes-Benz as a division

• Mercedes-Benz s the main division in the Daimler corporation that

has a hybrid brand architecture of its own.
• Daimler offers a financial service that carries its name, which
represents the monolithic part of the architecture
• Daimler also owns other brands that have their own separate identity
such as Mercedes-Benz, freightliner, Fuso, Western star, BharatBenz,
Thomas built and Setra, which represent the freestanding part of the
architecture.
Brand Architecture

Mercedes-Benz brand architecture

Mercedes-Benz brand architecture
• Mercedes-Benz, has a hybrid brand architecture combining the
monolithic and freestanding models
• The monolithic architecture is represented in the products and
services that it offers and carries the name, logo and identity of the
brand (Mercedes-Benz vehicles, Bank, and financial service).
• The freestanding architecture is represented in the other brands
owned by Mercedes-Benz but have separate identities such as SMART
and Maybach.
Brand strategy
• Earlier the brand strategy was centered on the safety, luxury, and
precision engineering of its cars, but due to increase competition in
the luxury car industry and changing consumer attitudes , the brand
changed it’s strategy
• They targeted market was the upper class customer an age group of
40+, those who prioritize luxury and high end feel over everything
• Now the brand is interacting with the younger audience through
social media.
• This approach of their marketing strategy focuses more on exhibiting
an active, fun loving and welcoming side of the company.
BCG matrix
• Mercedes A-class, B-class, C-class, SUV’s, Sports cars and smart cars
(introduced in some markets) are stars in BCG markets. Since these
models are helping the company in becoming a leader in a majority of
the markets.
• Mercedes E-class and S-class are not so popular and therefore are the
question mark in the BCG matrix
Brand role
• Mercedes is a strong brand, well known for its elegance. It has been
highlighted that even a toddler needs no introduction to the three
pointed star
• For Mercedes-Benz, design is literally a trademark because for over
100 years, design has characterized the image of the brand with the
three-pointed star and has made visible typical Mercedes brand
values such as fascination, responsibility and perfection
Touchpoints
• YouTube : Mercedes-Benz promoted its new A-Class via a YouTube
trailer and offered prizes for socially engaged viewers by spotting
hidden clues in the ads.
• Twitter : Twitter posts from the #YOUDRIVE hash tag were monitored
to select a winner for a limited edition, personalized movie poster
• This campaign engaged socially active audience and the purpose was
to appeal to younger, modern audience
Mercedes-Benz social media
Interactive technique
• Interactive techniques was used to get consumers to physically
experience the Mercedes-Benz lifestyle by organizing a 90-city tour in
Europe upon the release of the Class A
• The three-month tour allowed 25,000 brand enthusiast and newly
interested individuals to test-drive the compact car
• Mercedes’s goal was to make it easier for consumers to access the
brand, in particular to those who have never owned or driven a
Mercedes.