Managing Products and Brands- Assignment 2

Running head: MANAGING PRODUCTS AND BRANDS- ASSIGNMENT 2
Managing Products and Brands- Assignment 2
Student’s name:
Name of the university:
Author’s note:

1MANAGING PRODUCTS AND BRANDS- ASSIGNMENT 2
Table of Contents
1. Introduction............................................................................................................................2
2. Brief overview of the organisation.........................................................................................2
3. Concept of branding of Mercedes-Benz................................................................................2
4. Using Keller's Brand Resonance Model to analyse brand.....................................................5
5. Performance of Mercedes Benz according to the BAV and BrandZ models........................7
6. Recommendations on current and future branding issues for Mercedes-Benz......................9
7. Conclusion............................................................................................................................10
Reference List..........................................................................................................................12

2MANAGING PRODUCTS AND BRANDS- ASSIGNMENT 2
1. Introduction
The brand represents the customers' perception of an organisation's reputation,
customer service and advertising. When all aspects of a brand are working well; the
organisation becomes profitable and healthy. Branding of the organisation develops
recognition as the simple logo of the brand can create the desired impression. Branding of the
organisation helps to create trust among the customers and the brand can identify the
potential customers of the organisation (Eshuis et al. 2014). The purpose of the report is to
apply the concepts and theories of branding used by Mercedes Benz. The chosen organisation
in this report is Mercedes Benz which deals in the luxury automotive segment. In the first
part of the report, concepts of brand equity and brand resonance are discussed in light of
Mercedes Benz. In the following section, Brand Asset Valuation and the concept of BrandZ
is explained. In the final section, current and future branding recommendations for Mercedes
Benz are given.
2. Brief overview of the organisation
Mercedes-Benz is a division of Daimler AG as it deals in mainly luxury vehicles and
Lorries, coaches and buses. Mercedes-Benz has it headquarter in Stuttgart, Germany and the
organisation started its journey in the year 1926 (Marcedes-benz.com 2018). Mercedes-Benz
manufactures and sells the products and it also provides services like automobile repairing
and financial services. This Germany based automobile giant puts insight to do the branding
for the organisation.
3. Concept of branding of Mercedes-Benz
Branding is the way to create an image of the organisation in the eyes’ of the
customers (Posner et al. 2015). The purpose of the branding is to simply help the customers

3MANAGING PRODUCTS AND BRANDS- ASSIGNMENT 2
to understand how this organisation is different from other others. Branding of the
organisation can help to establish the Unique Selling Proposition of the company by
combining all the communication tools. A brand can make the relationship with the
customers so that the customers can feel and think what the brand wants to convey.
Mercedes-Benz continues its dynamic progress in the industry and with the name of
Mercedes-Benz, the brand really represents the three-pointed star which may broaden its
offering to the executive level. Mercedes-Benz stands for the aspiration to deliver ‘the best' in
the industry which mainly targets the top executive segment.
In the year 2016, Mercedes-Benz sold almost 18, 80,100 vehicles worldwide and it is
one of the largest selling luxury automobiles in the world. Brand management of Mercedes-
Benz has been done by partnering with various companies like Formula One, Baidu and
Nissan. Mercedes-Benz creates awareness in the minds of the customers through
advertisements at various levels of promotions; magazines, social media and OOH (Out-of-
home) advertising which create positive word-of-mouth. As published in Daimler.com
(2018), Mercedes-Benz has now taken the global agency model which refocuses the brand
communication strategy. The campaign of Mercedes-Benz focuses on the important element
to further advance of the organisation.
Branding of
Mercedes-
Benz