It is notable that the three core brand aspects, which represent Mercedes Benz are luxury, quality and value. In regard to luxury, it is noteworthy that the product of the company are stylish, sophisticated and the royal appearance of the cars represents core luxury, which Mercedes Benz tries to offer to its customers. In context to quality, it is considerable that Mercedes Benz cars are highly innovated, safety and is known as a masculine brand because of their strong body and structure. Additionally, Mercedes Benz cars are related to value because the company take care of the safety of customers and offer expert solutions to them.
Analysis of the Current Brand using the Nestle Brand Essence Framework
Target Consumers: The target consumers of the company are upper class and rich businessman who wants to have a car as status symbol. Currently, the company is targeting a younger audience too as the stereotypes of the cars have made it complicated to break into a younger demographic as they view the cars vehicles as “conventional” and “more for their fathers”. The brand solves the problems of customers by offering them a strong and high quality car, which durable and luxurious, as well.
Product Attributes: The key brand attributes which Mercedes-Benz brand, suggests are classy, well-built, well-engineered, strong, and high-prestige automobiles.
Brand personality: The brand personality of the company includes the outside sign of individual accomplishment, safety and comfort along with long-lasting quality.
Brand Benefits: Mercedes Benz triggers the benefits of a well performing car that is enjoyable to drive and prestigious to own.
Brand Mantra can be regarded as the expression of the core aspects of the brand. Generally, it involves three to five word phrases that incarcerate the indisputable spirit or fortitude of the brand positioning and values and captures, function, descriptive modifier, emotional modifier. The brand mantra of Mercedes Benz is service-minded, excellence and luxury.