THE BRAND MANAGEMENT of a world car takes considerable care. Daimler-Benz must ensure that virtually every auto market in the world positions its new product the same way with the same message.
'In each market, the vehicle is covered by the same umbrella marketing plan,' said M-class Product Manager Reinhard Muenster. 'But in each market, a slightly different approach will be necessary.'
Originally, one lead agency - Lowe & Partners/SMS, New York - would manage the sport-utility's global message.
This idea was dropped in favor of having local sales and distribution units decide how to price and position the M-class under the direction of the global Mercedes marketing office. That office, originally in Alabama, has moved to Stuttgart.