brand communicationil caso mercedes-benz
DESCRIPTION
La presentazione del dott. Palazzo tratta della Brand Communication e della sua gestione nel contesto odierno: globale e ipercompetitivo.TRANSCRIPT
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!