Title Details

Enduring Passion - The Story of the Mercedes-BenzBrand
Buy Rights Online Buy Rights

Rights Contact Login For More Details

  • Wiley

More About This Title Enduring Passion - The Story of the Mercedes-BenzBrand

  • English

English

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.

  • English

English

Acknowledgements.

Foreword.

Introduction.

Chapter One. Amazing Grace.

The Mercedes-Benz.

Brand Today.

Chapter Two. Myths and Realities.

Chapter Three. What is a Brand?

Chapter Four. The Benz Brand.

Chapter Five. The Birth Of Mercedes.

Chapter Six. Mercedes and Benz.

A Marriage of Convenience.

Chapter Seven. Against the Odds.

Chapter Eight. Into the Crisis.

Chapter Nine. The Fork in the Road.

Chapter Ten. Enduring Passion.

Chapter Eleven. ‘Die Zukunft Der Marke’ (The Future of the Brand).

Key Brand Events.

Principal Interviewees.

Model Ranges: 1992 And 2005.

Notes.

Photo Credits.

Bibliography.

Index.

  • English

English

"...an informative and insightful read." (Express)

"...wide research and photographs shed an illuminating light on the success of the three-pointed star." (Sunday Times, 16th October 2005)

"...highly readable..." (Mercedes Magazine, October 2005).

"...the books easy-going prose captivates the reader with its head-on approach..." (Classic Car Weekly, October 2005)

"...an informative and insightful read." (Daily Express, 19th November 2005)

"...This one should sell well in London where cool, classic Mercedes seem to have found a particularly keen following.... If you love the three-pointed star or automobile history, there may...be room...on your shelf or coffee table." (Evening Standard, 25th November 2005)

"...a fascinating look at how the brand developed...Handsomely produced in a large format and richly illustrated" (African Business, 1st December 2005)

"...thought provoking..." (The Telegraph, 10th December 2005)

"...entertaining, constructively critical, and holds a relevancy to any company struggling with an identity crisis." (Blueprint, Feb 06)

"...Lavishly presented...excellent photos well reproduced..." (Gazette, March 2006)

loading