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Star of another kind helps car maker give back to society
July 20, 2011, Wednesday
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Q: The car industry is under pressure to build more eco-friendly cars. How do you involve CSR in your brand promotion?
A: We do not regard our CSR initiatives as a marketing tool to help drive sales. Through our integrated CSR platform, the Mercedes-Benz Star Fund, we will continue to support the development of our five core pillars of education, music, arts and sports, environmental protection and driving culture, as well as charity and disaster relief, to contribute to society and future generations to come. Our projects under the Mercedes-Benz Star Fund have of course enriched our brand connotations and brought more customers closer to Mercedes-Benz.
Q: Mercedes-Benz has developed a wide range of products in China so what are the criteria for selecting different ambassadors for each specific segment or brand?
A: Our ambassadors are, first of all, our customers. We're very much in line with what we do in China and with the rest of the world. There is a very simple idea behind it: it goes hand in hand with attention; it goes hand in hand with making sure that you have the right people for the brand - they shall first of all love the brand.
Mercedes-Benz's brand ambassadors are carefully chosen to reflect our core brand values and characteristics. They are role models who embody qualities that Mercedes-Benz stands for. Through their endorsement, the Mercedes-Benz image is conveyed to the public in a clearer manner, enabling us to strengthen our brand.
Q: In addition to the brand ambassadors, what is the other major focus for your branding strategy in China?
A: For many years, people have associated the Mercedes-Benz brand with the "Big Benz" image, exemplified by "big" models such as our flagship S-Class and our E-Class executive sedan. Since customer lifestyles have become more varied and the auto industry in China has changed, we identified that we should expand our lineup to cater for the diversifying range of tastes that were emerging. Last year in China we initiated our 'Young Mercedes' branding strategy, to change the public's perception of our brand image, by targeting a younger market segment in order to expand our customer base. We are doing this by offering a richer product portfolio to suit the differing lifestyles of our customers.
A: We do not regard our CSR initiatives as a marketing tool to help drive sales. Through our integrated CSR platform, the Mercedes-Benz Star Fund, we will continue to support the development of our five core pillars of education, music, arts and sports, environmental protection and driving culture, as well as charity and disaster relief, to contribute to society and future generations to come. Our projects under the Mercedes-Benz Star Fund have of course enriched our brand connotations and brought more customers closer to Mercedes-Benz.
Q: Mercedes-Benz has developed a wide range of products in China so what are the criteria for selecting different ambassadors for each specific segment or brand?
A: Our ambassadors are, first of all, our customers. We're very much in line with what we do in China and with the rest of the world. There is a very simple idea behind it: it goes hand in hand with attention; it goes hand in hand with making sure that you have the right people for the brand - they shall first of all love the brand.
Mercedes-Benz's brand ambassadors are carefully chosen to reflect our core brand values and characteristics. They are role models who embody qualities that Mercedes-Benz stands for. Through their endorsement, the Mercedes-Benz image is conveyed to the public in a clearer manner, enabling us to strengthen our brand.
Q: In addition to the brand ambassadors, what is the other major focus for your branding strategy in China?
A: For many years, people have associated the Mercedes-Benz brand with the "Big Benz" image, exemplified by "big" models such as our flagship S-Class and our E-Class executive sedan. Since customer lifestyles have become more varied and the auto industry in China has changed, we identified that we should expand our lineup to cater for the diversifying range of tastes that were emerging. Last year in China we initiated our 'Young Mercedes' branding strategy, to change the public's perception of our brand image, by targeting a younger market segment in order to expand our customer base. We are doing this by offering a richer product portfolio to suit the differing lifestyles of our customers.
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