1. Mercedes Benz- BAV Model

2. BAV Model Brand Value Brand Vitality Differentiation Relevance
Brand Stature
Esteem
Knowledge

3. Differentiation High reliability Second in safety standards
Performance
Maybach S600 Model
Smaller engine, greater power compared to next competitor BMW

4. Relevance High horsepower, torque and top speed Regular Facelifts
Situational awareness and the driving environment
Premium cars – classic style

5. Esteem “The best or nothing” Perception of quality Loyalty Ergonomics
Driver behavior

6. Knowledge Car racing High awareness in the elite class
Well established
Resonates with promises made

7. Mercedes Benz- BAV Model

8. Mercedes Benz Positioning in BAV Model
BMW
High
Jaguar
Audi
(Relevance & Differentiation)
Brand Strength
Volvo
Low
Low
High
Brand Stature
(Knowledge & Esteem)