Mercedes‑Benz has raised the value of its iconic namesake brand by 10% in the past year, Interbrand’s “Best Global Brands 2022” survey shows. This underscores the company’s successful transition towards an electric and software-driven future. Mercedes‑Benz initiated the realignment of the brand in 2021 with the spin-off of Daimler Truck and the strategy update. The goal is to focus even more on the luxury segment and consistently utilise growth and profitability opportunities. Mercedes‑Benz aims to build the world’s most desirable cars and to take the leading position in electric drive and vehicle software. In order to achieve a structurally higher brand positioning, the model portfolio will be realigned, as the company announced in May 2022. The strategic decision to become fully electric in every segment by 2030 – wherever market conditions allow – and the ambition to become CO2-neutral by 2039 further strengthens the connection between luxury and sustainability.
“Mercedes‑Benz’ sustained ranking in eighth place as well as the double-digit increase in brand value to more than 56 billion US dollars provide affirmation of our strategic course. That is to define the sustainable luxury of the future, to put our customers even more at the centre of everything we do and to make every point of contact with our brand a unique experience. It makes me proud that the work of our entire team for our brand is paying off and is reflected in this great result”, says Bettina Fetzer, Vice President Communications and Marketing at Mercedes‑Benz AG.
The customer in focus: unique brand experiences to address new target groups
In addition to the product portfolio, the entire business model will be oriented even more consistently towards luxury. Communication and sales are increasingly focused on the needs and desires of customers. Mercedes‑Benz attaches great importance to reaching its customers and potential target groups directly in their own surroundings and to inserting itself there credibly and authentically with unique and individual brand experiences. To this end, the company is opening itself up to collaborations with personalities and
brands from a variety of industries – from technology to fashion, music, film and sports. Such co-creations enable completely new perspectives. They make it possible to come into contact with target groups that otherwise have little or no affinity with the automotive industry. Sales channels are consistently aligned with real customer needs and supplemented with innovative formats and opportunities for brand presence both on and offline. Examples include Mercedes‑AMG and Mercedes‑Benz G‑Class Private Lounges as well as the Mercedes‑AMG Store in Dubai. The Mercedes‑Maybach Atelier recently opened in Shanghai is also part of the overall strategy.
“Best Global Brands”: Focus on the best brands worldwide since 1999
The US brand consultancy Interbrand has been researching and analysing the world’s most valuable brands since 1999. The top 100 are included in the annual “Best Global Brands” study, which examines all candidates according to three criteria: “Financial performance of the brand’s products or services”, “Role of the brand in the purchase decision process” and “Strength of the brand with regard to securing future corporate earnings”. Interbrand was the first company to develop a brand valuation method certified according to ISO 10668. This international standard sets benchmarks for valuation and meets the requirements for precise monetary brand classification. Interbrand’s ranking can be found at www.bestglobalbrands.com.
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