Brand CommunicationIl caso Mercedes-Benz
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La presentazione del dott. Palazzo tratta della Brand Communication e della sua gestione nel contesto odierno: globale e ipercompetitivo.
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Brand CommunicationIl caso Mercedes-Benz
- 1. Brand Communication Mercedes-Benz Giovanni Palazzo Responsabile Corporate Marketing Mercedes-Benz Italia S.p.A.
- 2. •Mercedes-Benz Cars Marketing – Overview •Brand Communications • Challenges • Implications • Strategy Challenges for a global brand Folie 5
- 3. Challenges for a global brand Folie 6
- 5. Media and Technologies – a massive development iPod PC DVD/DVR Diskette Flachbildschirme Gameboy Web-TV/Digital-TV Videospiele Music Downloads BTX Blackberry/Handy Mini-Disc Privat-TV BTX PVR Digitalkamera Privat-TV MP3 Satellit-TV Pay-TV Internet Kabel-TV Satellit-TV Laptop UMTS Videotext Kabel-TV Discman Playstation Farb-TV CD Farb-TV Videotext CD M-Commerce Kassette Walkman Kassette Walkman Farb-TV E-Book Video PC Video PC Kassette Personal roboters Terrestr. TV Diskette Terrestr. TV Diskette Video Mini-Disc Kamera Farb-TV Gameboy Kamera Gameboy Terrestr. TV Terrestr. TV Videospiele Digitalkamera Radio Video Radio Videospiele Kamera Pay-TV Platten Kamera Terrestr. TV BTX Platten Kino Radio Platten Radio Laptop Kamera Privat-TV Kino Platten Satellit-TV Kino Platten CD/ Discman Radio Kino Kino Platte/Kassette Kabel-TV Walkman Kino Videotext 1900 1930 1950 1980 1990 2004 2008 Quelle: Interone Worldwide, Trendstudie „Generation Tekki“ Challenges for a global brand Folie 8
- 7. Challenges for a global brand Folie 10
- 10. •Mercedes-Benz Cars Marketing – Overview •Brand Communications • Challenges • Implications • Strategy Challenges for a global brand Folie 13
- 11. Involvement. From publishing to participation.
- 12. Fascination. No one needs advertising. Everybody needs identification.
- 13. Individualization. Classical Role models are declining. Challenges for a global brand Folie 16
- 15. Trust. Leverage network effects by honest dialogue. Challenges for a global brand Folie 18
- 16. •Mercedes-Benz Cars Marketing – Overview •Brand Communications • Challenges • Implications • Strategy Challenges for a global brand Folie 19
- 17. Six brand values reflect the character of the brand positioning Appreciation Brand promise Brand values Experiencing personal Enjoying something respect special Our customers experience Our customers enjoy the outstanding respect the high-class and high-value and dedication shown style of MB fascinating to them by MB Appreciation respectful Appreciation elegant Receiving social Conserving the acknowledgement environment Our customers receive At MB our customers social acknowledgement experience competent leading authentic from their environment and holistic responsibility for the environment Challenges for a global brand Folie 20
- 18. This positioning is implemented in four working packages. Working packages fascinating high-class • Customer Care respectful APPRE- regardful APPRE- elegant • Product CIATION CIATION • Behaviour leading authentic • Communications Challenges for a global brand Folie 21
- 19. Implications for our Marketing Activities. The Culture of Driving 1 2 3 4 5 Brand Customer Branded Sustainability Classic Communications Experience Entertainment Most admired and fascinating brand Challenges for a global brand Folie 22
- 20. The Culture of Driving 1 2 3 4 5 Brand Customer Branded Sustainability Classic Communications Experience Entertainment Most admired and fascinating brand 1) New Approach in Brand Communications. Brand Values “Brand Shaper” Design Comfort Safety Quality Challenges for a global brand Folie 23
- 21. The Culture of Driving 1 2 3 4 5 Brand Customer Branded Sustainability Classic Communications Experience Entertainment Most admired and fascinating brand 3) A new direction in our sponsoring strategy. Sports Lifestyle Fashion Golf Soccer Brand Ambassadors Fashion Weeks Laureus/Charity Horse Riding DOSB/IOC Challenges for a global brand Folie 25
- 22. The Culture of Driving 1 2 3 4 5 Brand Customer Branded Sustainability Classic Communications Experience Entertainment Most admired and fascinating brand 5) Heritage: Integration throughout all channels. Consolidation Make Brand History alive! Bundling all activities under the topic Exhibitions Classic Events Mercedes-Benz Classic Museum Center Shuttle Services Driving Events Archive Clubs Challenges for a global brand Folie 27
- 23. Thank you!