Mercedes Benz : Global Pride

If we talk about the most globally sought after car brand, the one that comes to our minds is none other than Mercedes Benz. Its three pointed star represents the best in automotive engineering and speaks of a tradition stretching back to the origins of the motor car. The brand is highly recognized in almost all parts of the world so much so that some even consider it to be a currency. The brand's parent company, Daimler Chrysler shouldn't really ponder over the brand development since it is already a top notch name in the market. Matching steps with the fast economic developments and to further the goodwill of Daimler Chrysler, the company is constantly engaging in brand development activities. For more information on mercedez check out mercedes benz cars.

Mercedes Benz wanted to remain true to its record of innovation and growth, but the brand has been hampered by an accumulation of design formats and brand guidelines. Today, there is not just one, but more major car brands within the group; different from what was within Daimler Benz. Segregation among the in house brands has to be well defined by the parent company to avoid crisis.

The reason that the brand is pulling up its socks is the rise in the number of fancy and technologically superior automobile brands. In June 1999 the brand management department, appointed a famous advertising firm to assess the situation. 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.

The heritage and the vintage appeal of the brand Mercedes was carried in the form of a Brand expression created henceforth. This Expression wasn't just a namesake; rather communicated the way of working of the entire Mercedes Benz team. The basic design elements, the basic design guidelines as well as the specific design guidelines were other integral points discussed under the project. Visit pre owned mercedes benz to learn more about mercedez .

Of these, the Basic Design Elements covered the constants that form the basis of the brand; including typefaces, colors, brand marks etc. Essentially, the three pointed star remains unchanged, but for screen based applications it has been extensively reworked. The General Design Guidelines dealt with the basic designing of the stationary, web pages, exhibiting and the like. Online design is of increasing importance and, in the future, Mercedes Benz's web presence will promote the brand more actively, confirming the ascendancy of business.

Sub-branding of services or specific areas of business is dealt under the Specific Design Guidelines with the use of the two previous building blocks. This basically helps the sub-brands meet their personal needs too, while functioning within the broader framework of the brand. Mercedes Benz's values means in the same way it values the end which is evident in the technology that makes the guidelines available to users. It is a sign of the embracement of technology by the brand.

Users are the prime focus of the technological changes made by the brand. They now enjoy a single database source for all information, immediate access via the desktop 24 hours a day, up to date brand information and downloadable templates, art work and images, as well as online help, a glossary, search features, useful contacts and news. The focus shifts on simple navigation and helpful features such as magnification instead of emphasizing on the screen effects or animation.

The brand design system has proven to be highly beneficial for Mercedes and has further raised its value. The design system can be easily navigated without much effort and is quite interesting. There needs to be a streamlined and dedicated brand design system both internally as well as externally.

Moreover, for globalization, there has to be a properly defined brand expression. The emphasis of the website is on simple navigation and helpful features rather than state of the art effects and animation.