Enduring Passion: The Story of the Mercedes-Benz Brand - Hardcover

Butterfield, Leslie

 
9780470018026: Enduring Passion: The Story of the Mercedes-Benz Brand
Hardcover
ISBN 10: 047001802X ISBN 13: 9780470018026
Verlag: John Wiley & Sons, 2005

Inhaltsangabe

"Enduring Passion" ist das erste Buch, das die Entwicklungsgeschichte der Marke Mercedes-Benz aufzeichnet - einer Marke, die Fusionen, zwei Weltkriege und dramatische Krisen überstanden hat und heute die mächtigste und prestigesträchtigste Marke weltweit ist.
Es bietet eine Fülle echter Insiderinformationen über das Unternehmen, über die Marke selbst und über die zahlreichen Mythen, die sich um sie ranken. Der Band enthält Interviews mit Führungspersönlichkeiten renommierter Unternehmen und ist großzügig illustriert mit bislang unveröffentlichtem Bildmaterial.
Auf der Basis einer fundierten Einführung in die Markentheorie wird die bewegte Geschichte der Marke Mercedes-Benz analysiert und anschaulich demonstriert, wie Marken gebildet werden, woraus sie ihre enorme Kraft schöpfen, welche Werte mit ihnen assoziiert werden und wie diese sich im Laufe der Zeit verändern.

Die Inhaltsangabe kann sich auf eine andere Ausgabe dieses Titels beziehen.

Über die Autorinnen und Autoren

Leslie Butterfield gehört zu den angesehensten Strategen der britischen Werbeindustrie und hat die Disziplin der strategischen Werbeplanung in Großbritannien und auch weltweit entscheidend mit geprägt. Er hat einen Abschluss in Marketing, gründete 1987 seine eigene Werbeagentur und ist seit 1992 Fellow und Council Member des britischen Institute of Practitioners in Advertising (IPA). Im März 2001 gründete er Butterfield8 - ein Unternehmen im Bereich strategische Marken-Beratung mit 8 Teilhabern und einem erlesenen Kundenstamm, darunter u.a. Mercedes-Benz, die Co-operative Group und die Regierung des Vereinigten Königreichs. Seit September 2003 ist er Teilhaber von The Ingram Partnership, einer Unternehmensberatung mit Schwerpunkt Branding und Kommunikation.

Leslie Butterfield has spent all of his career in the world of brands. After graduating with a Masters degree in Marketing, he developed his strategic skills at two of London's foremost advertising agencies before starting his own agency, Partners BDDH, in 1987. From 2000 and 2003 he ran the brand consultancy, Butterfield8. In 2003 he merged this business into the Ingram Partnership, where he is now Managing Partner. His clients have included British Telecom, Honda, Seagram, British Airways, the Co-operative Group, the UK Government and Mercedes-Benz.
 
Leslie is a fellow of the institute of Practitioners in Advertising and is widely recognised within the UK communications industry as one of its leading strategic thinkers. He has published three previous books - on communications strategy, the business contribution of advertising and brand valuation. Leslie lives and works in central London.

Von der hinteren Coverseite

Three-pointed star. Magic. Mystique. Mercedes-Benz. Enduring Passion is the story of a brand. A brand that has survived mergers, crises and war to become the choice of today's presidents and kings, with a symbol more widely recognised than the Christian cross. This book is informed by the very latest brand thinking. It is thorough, honest and sometimes critical. This is the story of Mercedes-Benz.
 
Beginning with Karl Benz and Gottlieb Daimler's parallel invention of the car in 1886, Enduring Passion charts how the rival marques grew separately for 40 years before merging in 1926. Brand expert Leslie Butterfield then traces the development of Mercedes-Benz through the Nazi years to its near-destruction in 1945, its post-war rebirth, and its fall from grace in the early 1990s. How its managers reacted to the crisis at that time shapes what Mercedes-Benz is today.
 
Pivotal moments like the A-Class 'Elk test', the merger with Chrysler and the management changes at the top of the company are all part of the brand's recent history. Butterfield poses a number of key challenges for the brand today and explores what the solutions might be going forward. Running through his analysis is a solid strand of theory on how brands are formed, how they derive their strength, how they evolve and how they can be defined.
 
Richly illustrated with some previously unpublished photographs and references, this is an enthralling read for anyone moved by the history of the motor industry and the legend and legacy of Mercedes-Benz. For marketing professionals, it offers a wealth of precious insights into the enduring passion that can be inspired by a badge and a brand.
 
"This book tells an honest story of a remarkable brand with vigour, intelligence and insight. I commend it to you." Giorgio Armani
 
"Butterfield's book will appeal to business and marketing people alike because it clearly demonstrates the vital relationship between business strategy and brand positioning. It is a fascinating read with important lessons for us all." Martin George, Chief Marketing Officer of British Airways
 
"Butterfield reveals that in fact Mercedes registered not one but two logos - a three-pointed star and a four-pointed one. Enduring Passion goes one further - it's a five star history of a truly great brand." Hamish Pringle, Director General, Institute of Practitioners in Advertising
 
"This great book on the Mercedes-Benz brand has real substance and style. It perfectly reflects the values of the cars - you should be proud to own either." Tim Ambler, Senior Fellow, London Business School
 
"A sumptuously illustrated history of an iconic global brand. Not only the triumphs but also the trials and crises, right up to today's challenges of complexity, quality and service." Patrick Barwise, Professor of Management and Marketing, London Business School
 
"This is not your usual book about a car marque. It's a Mercedes-Benz history, but seen through the prism of branding. It's compelling and beautifully presented - and a book plenty of car bosses should read." Richard Bremner, Autocar

Aus dem Klappentext

Three-pointed star. Magic. Mystique. Mercedes-Benz. Enduring Passion is the story of a brand. A brand that has survived mergers, crises and war to become the choice of today's presidents and kings, with a symbol more widely recognised than the Christian cross. This book is informed by the very latest brand thinking. It is thorough, honest and sometimes critical. This is the story of Mercedes-Benz.
 
Beginning with Karl Benz and Gottlieb Daimler's parallel invention of the car in 1886, Enduring Passion charts how the rival marques grew separately for 40 years before merging in 1926. Brand expert Leslie Butterfield then traces the development of Mercedes-Benz through the Nazi years to its near-destruction in 1945, its post-war rebirth, and its fall from grace in the early 1990s. How its managers reacted to the crisis at that time shapes what Mercedes-Benz is today.
 
Pivotal moments like the A-Class 'Elk test', the merger with Chrysler and the management changes at the top of the company are all part of the brand's recent history. Butterfield poses a number of key challenges for the brand today and explores what the solutions might be going forward. Running through his analysis is a solid strand of theory on how brands are formed, how they derive their strength, how they evolve and how they can be defined.
 
Richly illustrated with some previously unpublished photographs and references, this is an enthralling read for anyone moved by the history of the motor industry and the legend and legacy of Mercedes-Benz. For marketing professionals, it offers a wealth of precious insights into the enduring passion that can be inspired by a badge and a brand.

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Verlag
John Wiley & Sons
Erscheinungsdatum
2005
Sprache
Englisch
ISBN 10 
047001802X
ISBN 13 
9780470018026
Einband
Gebundene Ausgabe
Auflage
1
Anzahl der Seiten
272
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
Sebastian Seckfort
4.92E+12
kontakt@bookfarm.de

Luftpark 2
Löbnitz
Sachsen
4509
Deutschland

Weitere beliebte Ausgaben desselben Titels

9780470025604: Enduring Passion: The Story of the Mercedes-Benz Brand by Leslie Butterfield published by John Wiley & Sons (2005)

Vorgestellte Ausgabe

ISBN 10:  0470025603 ISBN 13:  9780470025604
Hardcover