La presentazione del dott. Palazzo tratta della Brand Communication e della sua gestione nel contesto odierno: globale e ipercompetitivo.

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!