Today, among the most popular car brands around the globe, is in fact Mercedes Benz. The 3 star logo is a symbol of its traditional heritage and exemplifies superior quality of the automotive. The very ownership of its cars renders one respect and status, in the eyes of his peers. The question that arises thus, is why Daimler Chrysler, Mercedes Benz's parent company, feels there is a need for brand development? Mercedes Benz, Daimler Chrysler and global change have been cited as the reasons for the pursuit of brand development.
There is fur ore that the unnecessary changes in the workings and the formats of the brand have impacted its mass appeal and led to its downfall. Unlike the prior position it held as being a part of the Daimler Chrysler group, today the other brands from the same company pose a threat to its image. The brand needs to identify the brand needs from within the company itself first.
It was crucial for Mercedes Benz to retain its premium identity in an era when cars are tending to converge in terms of their specifications, performance and quality. As a first step, towards this objective, they went on to have the market condition assessed, by a competent advertising firm; this was in year 1999. To make best use of online advances and to devise highly effective concepts of marketing were the prime objectives of the brand. The billions of dealers and agencies around the world were targeted and were enabled to access the system and its concepts through the extranet.
Makin use of its inherent brand values to create a meaningful brand expression that signified the legacy and the values of the brand . Both online and in print, this Expression underpinned the team's work for the entire project. It focused people's thoughts on the brand. Apart from the brand expression, the Brand Design System included three more building blocks known as the Basic Design Elements, the General Design Guidelines and the Specific Design Guidelines.
Concepts such as the typefaces, the brand mark and other similar applications from the crux of the basic design elements. Although the star is being reworked upon to get a more contemporary look, yet it is here to remain as an intrinsic part of Mercedes. The General Design Guidelines deal with the applications themselves, from templates for stationery, to guidance on exhibitions and web design. The brand managers are intensively working to make the online presence more prominent considering that the coming years will have a major need to do so.
The specific areas of business as well as the concept of sub-branding are covered by the specific design guidelines. Thus, the dealership, or marketing policies etc of sub-brands could basically be same; but also be flexible enough to meet their own needs. Mercedes Benz values the brand much more than the product itself which can be experienced by a look at its guidelines for the users. The concept of e-branding has been delved deeply into and shall be managed digitally going forward.
The primary focus in the technical development of the guidelines has been on the users. They can now access an all in one database, which is available 24/7; and includes images, up to date brand information and online help, among its many features. The emphasis is on simple navigation and helpful features such as magnification, rather than on screen effects or animation.
The brand has managed to rope in much publicity owing to its ultra smart Brand design system and its benefits. Besides being accessible 2 hours a day, it allows freedom of use to the users and is quite a cakewalk. However there is a need to distinguish the various brands within the company for more clarity.
When dealing with a global project such as this, interpretation of the brand expression must be clearly defined. The web design here is quite a hit as it doesn't really beat around the bush but caters to the specific user demands.