subject: How it all Started [print this page] How it all Started How it all Started
Mercedes Benz is one of the world's great car brands. Ever since they came out with their first car, they have occupied an enviable position in the field of automotive engineering. It is universally known, and in some parts of the world is almost considered a currency. The question that arises thus, is why Daimler Chrysler, Mercedes Benz's parent company, feels there is a need for brand development? Matching steps with the fast economic developments and to further the goodwill of Daimler Chrysler, the company is constantly engaging in brand development activities.
It was a sincere effort, on behalf of Mercedes Benz to continue with its record of growth and innovation; however, standardized guidelines proved to be interference. The position of Mercedes Benz has altered within Daimler Benz which is quite new for it and is due to the fact that more than one major car brand exists under the Daimler Chrysler group. The brand needs to identify the brand needs from within the company itself first.
Mercedes Benz was thus prompted to take this measure to retain its premium identity, among the current cars around the world; which come with more or less the same specification. To thus facilitate this, their brand management department took the help of a famed marketing firm, in June 1999. A Brand Design System was to be developed for Mercedes Benz which would supersede previous guidelines and take advantage of online advances. The company's extranet was to make it available to internal and external audiences, such as agencies and dealers, who could consult it worldwide.
A Brand Expression, the basic statement for conveying the special heritage was to be developed which included the brand values. The team that created the expression attempted to bring out the thoughts and ideas that people had about Mercedes as a brand by expressing them through the internet and the print media. The basic design elements, the basic design guidelines as well as the specific design guidelines were other integral points discussed under the project.
The brand made use of typefaces, colors to include in the design element basics. Essentially, the three pointed star remains unchanged, but for screen based applications it has been extensively reworked. The other element of General Design Guidelines, constituted designing and/or redesigning the applications, such as guidelines on exhibitions, web design guidelines, stationary templates etc. The online design is being largely concentrated on, to ensure that the upcoming years see Benz's online presence dominating the automotive industry.
The specific areas of business as well as the concept of sub-branding are covered by the specific design guidelines. The branding concept makes use of ideas such as a fleet management sub brand and even a Charter way to create a brand expression, yet it ensures that the other marketing needs are not compromised with. 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 reflection of the development of the brand and its technological advancement to encompass e-branding, which will be increasingly managed digitally, both internally and externally. Its clientele has been its ultimate focus while developing the guidelines. They now have this great resource available to them 24/7; which provides information ranging from mere images to online help to up to date brand information, all in one place. The screen can be magnified and navigation is extremely simple to help users get through it easily.
The brand has managed to rope in much publicity owing to its ultra smart Brand design system and its benefits. It is comprehensive, accessible and user friendly. 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. Finally, it is always better to have a website that focuses more on the usefulness of its content, rather than the look.
