In the marketing has always been a slow response to the Mercedes-Benz, this shot quickly. After Li Na France won the championship, Mercedes-Benz immediately signed the star of the sky. Mercedes-Benz recently announced that Li Na and Federer together have become Mercedes-Benz's global image ambassador. Taking into account the long-term sponsorship of Mercedes-Benz in the network, this time can be considered near the water to get the first month, the first show a handful.
Car brands marry big stars, is a very common thing in the present, especially the big brands such as Mercedes-Benz and Li Na, such a big star, shine is not news. Car brand to find a celebrity endorsement, is nothing more than hope that the use of celebrity effects to spread its brand image. This time Li Na’s endorsement of Mercedes-Benz, what will Mercedes-Benz get from it? Or that Mercedes-Benz wants to use Li Na to pass on what to the outside world? This is still a more interesting topic.
At a Volvo brand training session, the trainer joined three other luxury brands and asked the on-site staff to link the four car brands with the four largest players in Hong Kong. Almost at the venue, the BMW brand and Aaron Kwok were connected, and the Mercedes brand and Dawn were connected. The temperament possessed by these two stars has already demonstrated the huge difference between the two brands. The image of the passion and passion of the BMW brand has been deeply rooted in people's minds, and the image of the Mercedes-Benz brand has become a signboard.
However, Cheng Xiaoxiao is also losing Xiao He. Although the stable brand image allows Mercedes-Benz to dominate the S-class and E-class high-end luxury car market, but in the entry luxury car market, B-class and C-class car sales have been thrown by BMW entry models Behind you. For China's new and young high-end car owners, Mercedes-Benz is too stable and old-fashioned image, not the choice of these elites and newcomers, but the fun and dynamic BMW brand is more in line with these young upstarts are passionate culture. In this context, in addition to distributing the leader’s championship qualities, Li Na’s younger sister Li Na’s dynamism in the sports arena or something more important to Mercedes-Benz, Li Na’s endorsement of Mercedes-Benz, at least make people feel that the Mercedes-Benz brand is even younger. This may be one of Mercedes's goals.
In addition, the three major luxury brands currently have fierce market competition in China. The three parties all understand the impact of the big market in China on their future status. Therefore, all three brands are accelerating their localization strategies. Mercedes-Benz Chairman Cai Che also reiterated in the near future that Mercedes-Benz will work hard to convert the sales ratio of domestic cars and imported cars from 3:7 to 7:3. The most direct way to brand localization is to localize its spokesperson. Obviously, Chinese people are far more familiar with Li Na than Federer. Therefore, Mercedes-Benz brands simply let Li Na and Federer speak together. This way Li Na specializes in China, Federer specializes in Europe and the United States, Mercedes-Benz brand in the world can be considered to achieve a true sense of widespread coverage.
This year marks the 125th anniversary of the creation of the Mercedes-Benz brand. This is an important marketing opportunity. How to make this somewhat "ancient" brand glow with new vitality is an important issue that Mercedes-Benz must consider. Judging from the recent moves of Mercedes-Benz, product sinking and brand rejuvenation are the same in the general direction. Therefore, “Ben Lee†has the foundation of marriage, and it is more worth seeing.
Car brands marry big stars, is a very common thing in the present, especially the big brands such as Mercedes-Benz and Li Na, such a big star, shine is not news. Car brand to find a celebrity endorsement, is nothing more than hope that the use of celebrity effects to spread its brand image. This time Li Na’s endorsement of Mercedes-Benz, what will Mercedes-Benz get from it? Or that Mercedes-Benz wants to use Li Na to pass on what to the outside world? This is still a more interesting topic.
At a Volvo brand training session, the trainer joined three other luxury brands and asked the on-site staff to link the four car brands with the four largest players in Hong Kong. Almost at the venue, the BMW brand and Aaron Kwok were connected, and the Mercedes brand and Dawn were connected. The temperament possessed by these two stars has already demonstrated the huge difference between the two brands. The image of the passion and passion of the BMW brand has been deeply rooted in people's minds, and the image of the Mercedes-Benz brand has become a signboard.
However, Cheng Xiaoxiao is also losing Xiao He. Although the stable brand image allows Mercedes-Benz to dominate the S-class and E-class high-end luxury car market, but in the entry luxury car market, B-class and C-class car sales have been thrown by BMW entry models Behind you. For China's new and young high-end car owners, Mercedes-Benz is too stable and old-fashioned image, not the choice of these elites and newcomers, but the fun and dynamic BMW brand is more in line with these young upstarts are passionate culture. In this context, in addition to distributing the leader’s championship qualities, Li Na’s younger sister Li Na’s dynamism in the sports arena or something more important to Mercedes-Benz, Li Na’s endorsement of Mercedes-Benz, at least make people feel that the Mercedes-Benz brand is even younger. This may be one of Mercedes's goals.
In addition, the three major luxury brands currently have fierce market competition in China. The three parties all understand the impact of the big market in China on their future status. Therefore, all three brands are accelerating their localization strategies. Mercedes-Benz Chairman Cai Che also reiterated in the near future that Mercedes-Benz will work hard to convert the sales ratio of domestic cars and imported cars from 3:7 to 7:3. The most direct way to brand localization is to localize its spokesperson. Obviously, Chinese people are far more familiar with Li Na than Federer. Therefore, Mercedes-Benz brands simply let Li Na and Federer speak together. This way Li Na specializes in China, Federer specializes in Europe and the United States, Mercedes-Benz brand in the world can be considered to achieve a true sense of widespread coverage.
This year marks the 125th anniversary of the creation of the Mercedes-Benz brand. This is an important marketing opportunity. How to make this somewhat "ancient" brand glow with new vitality is an important issue that Mercedes-Benz must consider. Judging from the recent moves of Mercedes-Benz, product sinking and brand rejuvenation are the same in the general direction. Therefore, “Ben Lee†has the foundation of marriage, and it is more worth seeing.
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