Mercedes Benz tops the charts in car brands across the world and is one of the greatest among them. Its three pointed star signifies a rich tradition of best automotive engineering with its root going as far back as the origin of the motor car itself. Surprisingly some countries even consider it a currency and the others are well versed with it So why should Daimler Chrysler, Mercedes Benz's parent company, bother with brand development? Mercedes Benz, Daimler Chrysler and global change have been cited as the reasons for the pursuit of brand development.
A hoard of new designs and changes in the pre set concepts have affected the brand's records in a negative manner. Unlike Daimler Benz before, Daimler Chrysler doesn't have Mercedes Benz as its only major brand now. The brand needs to identify the brand needs from within the company itself first.
The specifications and quality has seen a see improvement among all leading car brands that further requires Mercedes to take intense measures to keep its position intact. To meet the expectations of the ever changing economy, Mercedes handed over its brand management to a well known advertising company around June 1999. To make best use of online advances and to devise highly effective concepts of marketing were the prime objectives of the brand. This system was to be made available for consultation, by global audiences, through the firm's extranet.
A Brand Expression, the basic statement for conveying the special heritage was to be developed which included the brand values. It was aimed to express the values on which the working of the whole Mercedes Benz team is based. The Brand Design System was however, not limited to this; but also encompassed other parameters, including General and Specific Design Guidelines, and Basic Design Elements.
The Basic Design Elements include the brand mark, typefaces, colors and other constants that form the basis of the brand in all applications. The brand plans to stick to the vintage three pointed star as its logo although some work on the same has been done. From templates for stationery to guidance on exhibitions and web design, the General Design Guidelines deal with the applications themselves. The online design is being largely concentrated on, to ensure that the upcoming years see Benz's online presence dominating the automotive industry.
The use of the two previous building blocks in contexts such as sub-branding of services or specific areas of business is dealt under 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. The technology that Mercedes Benz uses, to make these guidelines available, is in itself an expression of its brand value. The brand has popularized its e-branding with the help of technology and plans to take care of it internally as well as externally using digital means.
Its clientele has been its ultimate focus while developing the guidelines. Users can get access to the brand information, surf through the database, use the online glossary and seek other help from the brand through a desktop. Rather than working on the aesthetic aspects, they have focused their efforts on its functionality; making it easily navigable and having other useful features.
The brand has managed to rope in much publicity owing to its ultra smart Brand design system and its benefits. To conclude, this user friendly, accessible and comprehensive Mercedes Benz Design System is actually quite remarkable. In short, the brands existing within a company, should have clear distinctions; that too external as well as internal.
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.
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