This document talks about the Brand identity created by Mercedes Benz in the minds of the customer

1. Name: Rohan Bharaj
PRN: 15020841046
Mercedes Benz
Summary:
Mercedes Benz is a German automobile company under the Daimler Group. It was of the first
few foreign automobile companies to enter India in 1994. Mercedes was the king of the
premium segment for many years until Audi and BMW entered India and changed the dynamics
of the premium automobile segment in India. Mercedes went from being number one to
number three behind Audi and BMW in the sale of premium cars in India.
What does Mercedes convey and how does it do it?
Mercedes has always projected itself as a super-premium brand for the elite crowd of the
country. They have used very niche channels to advertise rather than advertising on TV.
Through all the marketing activities that have been done, they have always tried to convey that
it is a matter of pride and prestige to own a Mercedes.
Before the entry of Audi and BMW, they had models starting from 35 lakhs. Their target market
was adults that are working at managerial and CXO level positions and people who had their
own huge business. But now due to increased competition, changing business dynamics and
rising aspirations and purchasing power of the people in India, they came up with A-Class and
B-Class models that are priced starting 25 lakhs. These models were introduced to target the
youth of the country that want to up their standard of living and are willing to push their
budget up to get something as exclusive as a Mercedes.
On the other hand, they also introduced AMG engines for all their models and completely
revamped their look to give a sportier finish in order to attract the young and successful
business people.
Thus, from being a car for the adults they have tries to change their image as a sporty and
trendy car for the youth.
They have stuck to their marketing strategy of not advertising on TV and instead they advertise
on Billboards in posh areas of cities, automobile magazines, newspapers etc.
Another reason why Mercedes is such a huge brand in India is because of the word of mouth.
Due to all the timely changes in their business strategy, Mercedes adopted really well to the
changing business environment and it helped them to regain the top spot it had lost to Audi
and BMW.

2. Laws of Branding:
I feel Mercedes has followed the following Laws of Branding to be successful in the Indian
Market:
 Contraction - A brand becomes stronger when you narrow its focus
Mercedes kept it focus on passenger vehicles and did not did not venture into any other area in
India.
 Publicity - The birth of a brand is achieved with publicity not advertising
Mercedes has been publicized all over the country for its stunning looks and solid performance.
 Word – A brand should strive to own a word in the mind of consumer
Mercedes from the very beginning has been synonyms with Prestige
 Singularity - Most important aspect of a brand is its single-mindedness
Mercedes gives out one single message through each and every advertisement of theirs –
Prestige, Style, Performance.