January 2012
Intermediate to advanced
512 pages
24h
English
Brand and products: identity and change
The only way a brand can grow is through movement. You cannot expect growth and lack of change. The brand is continually looking to create new markets, new segments in which it can become the reference and above all the market leader.
Mercedes could have repeated its famous sedans indefinitely, while always improving them, since they were the global image of what a luxury car should look like, to the point at which the Japanese Lexus copied their contours exactly. Meanwhile customers had changed. Those at the edge of leading opinion, who influence the opinion of 90 per cent of the rest, had changed their lifestyle and their points of reference. They were no longer wedded to sedans, but were looking ...
