Enduring Passion: The Story of the Mercedes-Benz Brand
Condition: SECONDHAND
NB: This is a secondhand book in very good condition. See our FAQs for more information. Please note that the jacket image is indicative only. A description of our secondhand books is not always available. Please contact us if you have a question about this title.
Author: L. Butterfield
Format: Hardback
Number of Pages: 272
The three-pointed star. Magic. Mystique. Mercedes-Benz. More people globally recognise the Mercedes badge than the Christian cross. The brand has survived mergers, crises, world wars and near extinction to become the choice of today's presidents and kings. This is the first time an expert has applied the very latest brand thinking to Mercedes-Benz, producing an honest and sometimes critical account of how the brand got where it is today. 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 (including the birth of Daimler's Mercedes insignia) 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, its fall from grace in the early 1990s and its triumphant return to form under present CEO Eckhard Cordes. Butterfield poses key challenges for the brand today and explores possible solutions. Running through his analysis is solid theory on how brands are formed, defined, and how they evolve. Richly illustrated with previously unpublished photographs and references, Enduring Passion is an enthralling read for anyone moved by the history of the motor industry and the legend and legacy of Mercedes-Benz. And for marketing professionals, it offers a wealth of precious insights into the Enduring Passion that can be inspired by a business, a badge and a brand.
Author: L. Butterfield
Format: Hardback
Number of Pages: 272
The three-pointed star. Magic. Mystique. Mercedes-Benz. More people globally recognise the Mercedes badge than the Christian cross. The brand has survived mergers, crises, world wars and near extinction to become the choice of today's presidents and kings. This is the first time an expert has applied the very latest brand thinking to Mercedes-Benz, producing an honest and sometimes critical account of how the brand got where it is today. 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 (including the birth of Daimler's Mercedes insignia) 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, its fall from grace in the early 1990s and its triumphant return to form under present CEO Eckhard Cordes. Butterfield poses key challenges for the brand today and explores possible solutions. Running through his analysis is solid theory on how brands are formed, defined, and how they evolve. Richly illustrated with previously unpublished photographs and references, Enduring Passion is an enthralling read for anyone moved by the history of the motor industry and the legend and legacy of Mercedes-Benz. And for marketing professionals, it offers a wealth of precious insights into the Enduring Passion that can be inspired by a business, a badge and a brand.
Description
NB: This is a secondhand book in very good condition. See our FAQs for more information. Please note that the jacket image is indicative only. A description of our secondhand books is not always available. Please contact us if you have a question about this title.
Author: L. Butterfield
Format: Hardback
Number of Pages: 272
The three-pointed star. Magic. Mystique. Mercedes-Benz. More people globally recognise the Mercedes badge than the Christian cross. The brand has survived mergers, crises, world wars and near extinction to become the choice of today's presidents and kings. This is the first time an expert has applied the very latest brand thinking to Mercedes-Benz, producing an honest and sometimes critical account of how the brand got where it is today. 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 (including the birth of Daimler's Mercedes insignia) 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, its fall from grace in the early 1990s and its triumphant return to form under present CEO Eckhard Cordes. Butterfield poses key challenges for the brand today and explores possible solutions. Running through his analysis is solid theory on how brands are formed, defined, and how they evolve. Richly illustrated with previously unpublished photographs and references, Enduring Passion is an enthralling read for anyone moved by the history of the motor industry and the legend and legacy of Mercedes-Benz. And for marketing professionals, it offers a wealth of precious insights into the Enduring Passion that can be inspired by a business, a badge and a brand.
Author: L. Butterfield
Format: Hardback
Number of Pages: 272
The three-pointed star. Magic. Mystique. Mercedes-Benz. More people globally recognise the Mercedes badge than the Christian cross. The brand has survived mergers, crises, world wars and near extinction to become the choice of today's presidents and kings. This is the first time an expert has applied the very latest brand thinking to Mercedes-Benz, producing an honest and sometimes critical account of how the brand got where it is today. 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 (including the birth of Daimler's Mercedes insignia) 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, its fall from grace in the early 1990s and its triumphant return to form under present CEO Eckhard Cordes. Butterfield poses key challenges for the brand today and explores possible solutions. Running through his analysis is solid theory on how brands are formed, defined, and how they evolve. Richly illustrated with previously unpublished photographs and references, Enduring Passion is an enthralling read for anyone moved by the history of the motor industry and the legend and legacy of Mercedes-Benz. And for marketing professionals, it offers a wealth of precious insights into the Enduring Passion that can be inspired by a business, a badge and a brand.
Enduring Passion: The Story of the Mercedes-Benz Brand