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Is Mercedes working on his brand perception improvement ?
Mercedes had an “old” purchaser image in customer’s mind.
This ad was produced in order to change this “negative” image and to talk about the new brand Mercedes. As we can see in manufacturer strategy there is some topic to re-new a brand.
In this ad Mercedes is presenting some older model and the new model. Here the aim is to make a serious breakdown in Mercedes image. This is why to produce that kind of breakdown Mercedes has chosen the old and the new model with the facelift. It brings in consumer mind the fact that Mercedes is moving on, and the difference between old and new model is easy to do and more relevant. To renew his brand image perception by the consumer Mercedes had taken a very important decision about the design of their product.
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