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Enduring Passion
Book

Enduring Passion

The Story of the Mercedes-Benz Brand

Leslie Butterfield
Wiley, 2005
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Editorial Rating

7

Recommendation

This curious combination of coffee-table book and corporate history tells the story of the Mercedes-Benz brand from the invention of the automobile in the 1800s through the early years of the 21st century. Author Leslie Butterfield explains that management’s attention began to focus on the Mercedes-Benz brand only during the last 10 years or so of this period. Until then, the company’s focus had been on engineering and products, with marketing as somewhat of an afterthought. The author certainly makes the case that the brand has survived and prospered despite questionable management, and often against the odds. The book offers a fairly comprehensive account of many ways in which the company failed its brand. However, it has surprisingly little to say about the Chrysler acquisition – a challenge that is no secret. getAbstract believes that corporate-history students, car buffs and anyone stranded in a waiting room will find something to appreciate in this well-produced, lavishly illustrated tome.

Summary

Mercedes-Benz: The Brand

Mercedes-Benz is one of the world’s most potent and precious brands. This iconic name has a secure spot among the world’s top 10 most successful brands, ranked among such peers as Microsoft, Disney and Coca-Cola. More than 300 songs and numerous films refer to it. Valued in excess of $21 billion, the brand accounts for more than a third of its company’s business value. What makes Mercedes-Benz such a powerful brand? The consultancy firm Interbrand says strong brands have three components:

  • Clarity – People clearly understand the values, mission and vision behind the brand.
  • Consistency – It reliably communicates its values, mission and vision in all customer contacts.
  • Leadership – The brand routinely goes beyond users’ expectations and renews itself when necessary.

Another component, “authenticity,” applies to the Mercedes-Benz brand, which has three pivotal themes:

  • Quality – The brand embodies fine engineering, style and luxury.
  • Status – An aura of wealth and power surrounds the brand.
  • Accessibility – This theme, a recent note for...

About the Author

Leslie Butterfield is a fellow of the Institute of Practitioners in Advertising and a managing partner of a firm that represents Mercedes-Benz among its other clients.

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