Drive for branding

Butterfield, Leslie
December 2005
Brand Strategy;Dec2005/Jan2006, Issue 198, p38
Trade Publication
The article details the story behind the turnaround of Mercedes-Benz. It demonstrates how even the most successful brands can easily lose their way. A brief history of Mercedes-Benz is given. The key factors contributing to the decline of the company's performance are discussed. The article highlights the strategies implemented by Mercedes-Benz to turn the brand around.


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