Brand CommunicationMercedes-BenzGiovanni PalazzoResponsabile Corporate Marketing

Mercedes-Benz Italia S.p.A.

Folie 5Challenges for a global brand

•Mercedes-Benz Cars Marketing – Overview

•Brand Communications

• Challenges

• Implications

• Strategy

Folie 6Challenges for a global brand

Folie 8Challenges for a global brand

1900 1930 1950 1980 1990 2004 2008

Quelle: Interone Worldwide, Trendstudie „Generation Tekki“

Media and Technologies – a massive development

Farb-TVVideoTerrestr. TVKameraRadioPlatte/KassetteKino

PlattenKino

Terrestr. TVKameraRadioPlattenKino

CDWalkmanPCDisketteGameboyVideospieleBTXPrivat-TVSatellit-TVKabel-TVVideotext

Farb-TV

Kassette

Video

Terrestr. TV

Kamera

Radio

Platten

Kino

Mini-DiscDigitalkameraPay-TVLaptopDiscmanCDWalkmanPCDisketteGameboyVideospiele

BTX

Privat-TV

Satellit-TV

Kabel-TV

Videotext

Farb-TV

Kassette

Video

Terrestr. TV

Kamera

Radio

Platten

Kino

iPodDVD/DVRFlachbildschirmeWeb-TV/Digital-TVMusic DownloadsBlackberry/HandyPVRMP3Internet UMTSPlaystationM-CommerceE-BookPersonal robotersMini-Disc

Digitalkamera

Pay-TV

Laptop

CD/ Discman

Walkman

PC

Diskette

Gameboy

Videospiele

BTX

Privat-TV

Satellit-TV

Kabel-TV

Videotext

Farb-TV

Kassette

Video

Terrestr. TV

Kamera

Radio

Platten

Kino

Folie 10Challenges for a global brand

Folie 13Challenges for a global brand

•Mercedes-Benz Cars Marketing – Overview

•Brand Communications

• Challenges

• Implications

• Strategy

Involvement.From publishing to participation.

Fascination. No one needs advertising.

Everybody needs identification.

Folie 16Challenges for a global brand

Individualization. Classical Role models are declining.

Folie 18Challenges for a global brand

Trust. Leverage network effects by honest dialogue.

Folie 19Challenges for a global brand

•Mercedes-Benz Cars Marketing – Overview

•Brand Communications

• Challenges

• Implications

• Strategy

Folie 20Challenges for a global brand

Six brand values reflect the character of thebrand positioning Appreciation

respectful

high-value

elegant

leading

fascinating

authentic

Appreciation

Brand valuesBrand promise

Appreciation

Experiencing personal

respect

Our customers experience

the outstanding respect

and dedication shown

to them by MB

Receiving social

acknowledgement

Our customers receive

social acknowledgement

from their environment

Enjoying somethingspecial

Our customers enjoy

the high-class and

style of MB

Conserving the

environment

At MB our customers

experience competent

and holistic

responsibility for the

environment

Folie 21Challenges for a global brand

This positioning is implemented in four working packages.

regardfulrespectful

high-class

elegant

leading

fascinating

authentic

APPRE-

CIATION

APPRE-

CIATION

Working packages

• Behaviour

• Customer Care

• Product

• Communications

Folie 22Challenges for a global brand

Implications for our Marketing Activities.

Most admired and fascinating brand

The Culture of Driving

1

Brand Communications

CustomerExperience

BrandedEntertainment

Sustainability Classic

2 3 4 5

Folie 23Challenges for a global brand

Brand Values “Brand Shaper”

ComfortDesign

QualitySafety

1) New Approach in Brand Communications.

Most admired and fascinating brand

The Culture of Driving

1Brand

CommunicationsCustomerExperience

BrandedEntertainment

Sustainability Classic

2 3 4 5

Most admired and fascinating brand

The Culture of DrivingThe Culture of Driving

1Brand

CommunicationsCustomerExperience

BrandedEntertainment

Sustainability Classic

2 3 4 5

Folie 25Challenges for a global brand

Sports

Golf Soccer

Horse Riding DOSB/IOC

Fashion

Fashion Weeks

Lifestyle

Brand Ambassadors

Laureus/Charity

3) A new direction in our sponsoring strategy.

Most admired and fascinating brand

The Culture of Driving

1Brand

CommunicationsCustomerExperience

BrandedEntertainment

Sustainability Classic

2 3 4 5

Most admired and fascinating brand

The Culture of DrivingThe Culture of Driving

1Brand

CommunicationsCustomerExperience

BrandedEntertainment

Sustainability Classic

2 3 4 5

Folie 27Challenges for a global brand

Consolidation Make Brand History alive!

Shuttle Services Driving Events

5) Heritage: Integration throughout all channels.

Museum

Clubs

Center

Archive

Bundling all activities under the topic

Mercedes-Benz ClassicClassic EventsExhibitions

Most admired and fascinating brand

The Culture of Driving

1Brand

CommunicationsCustomerExperience

BrandedEntertainment

Sustainability Classic

2 3 4 5

Most admired and fascinating brand

The Culture of DrivingThe Culture of Driving

1Brand

CommunicationsCustomerExperience

BrandedEntertainment

Sustainability Classic

2 3 4 5

Thank you!