What Mercedes-Benz can Teach us about Successful Branding

Mercedes-Benz is an outstanding German car manufacturer based in Germany. Read on to discover what this leading company can teach us about positive branding


Ramzi Chamat / 8 Ways Media
2016-07-25 09:08:00

Mercedes-Benz is a German car manufacturer with its headquarters situated in Stuttgart, Germany. This outstanding car manufacturer, which was founded in 1926, designs and produces luxury cars, buses, coaches and trucks.

Mercedes-Benz is part of the Big 3 German car brands, along with Audi and BMW. These brands are renowned the world over as the best-selling luxury automakers, selling thousands of vehicles every year to a vast client base. Even during the most turbulent of times (such as an economic crisis), Mercedes has striven for excellence and has managed to maintain excellent record sales.

Over the years Mercedes-Benz has employed a number of tactics to retain its luxury status. Some of the many techniques used by the Mercedes brand to successfully market itself are discussed below:

Never Settle for Second Best

The Mercedes-Benz slogan is translated into: ‘The best or nothing’ and Mercedes always go the extra mile when it comes to quality. The company’s manufacturers apply a minimum of eight coats of paint to each car, and the cars are truly built to last. The current high-mileage champion is a Greek taxi driver, Gregorios Sachinidis, who holds the record for driving more than 2.8 million miles in his 1976 Mercedes-Benz.

Utilise Modern Marketing

The Mercedes brand has worked incredibly hard to maintain its popularity over the years. This luxury brand successfully highlights product features whilst creating fantastic content that people feel compelled to share.

Customer Experience is the New Marketing

During a webinar held by the Mercedes-Benz CEO, Steve Cannon, he emphasised the importance of customer experience, stipulating that: “customer experience is the new marketing.” He emphasised the importance of having a strong, passionate and committed leader to push a business into greatness and exceed the expectations of clients.

He also emphasised the importance of cultural branding, stipulating that, without a passionate workforce, you cannot expect a business to deliver exceptional customer support. Thus, by aligning its corporate culture and ensuring that both executives and leadership teams were on the same page, the brand has been able to deliver consistently exceptional client support.

By working hard on shifting the internal culture at Mercedes, employees were more inspired and committed to the brand. Mercedes’ clientele are notoriously demanding, but Mercedes has the most engaged workforce who live and breathe the brand. 

Other Car Brands in the Series







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