This curious combination of coffee-table book and corporate history tells the story of the Mercedes-Benz brand from the invention of the automobile in the 1800s through the early years of the 21st century. Author Leslie Butterfield explains that management’s attention began to focus on the Mercedes-Benz brand only during the last 10 years or so of this period. Until then, the company’s focus had been on engineering and products, with marketing as somewhat of an afterthought. The author certainly makes the case that the brand has survived and prospered despite questionable management, and often against the odds. The book offers a fairly comprehensive account of many ways in which the company failed its brand. However, it has surprisingly little to say about the Chrysler acquisition – a challenge that is no secret. getAbstract believes that corporate-history students, car buffs and anyone stranded in a waiting room will find something to appreciate in this well-produced, lavishly illustrated tome.
In this summary, you will learn
- How the Mercedes-Benz brand began;
- How its history unfolded amid corporate infighting, political complications, two world wars, market success and market reversals; and
- Why the perennial reassertion of core brand values is so crucial.
About the Author
Leslie Butterfield is a fellow of the Institute of Practitioners in Advertising and a managing partner of a firm that represents Mercedes-Benz among its other clients.
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Simon & Schuster, 2015