Tag Archives: Brand identity

Going global, Part 1: Brand identity in a global economy

What\’s the first thing that comes into your head when someone says \”Mercedes\”? If you\’re in Europe, I\’ll guess that you think of a company that has a car, truck, or bus for every market niche. In the United States—where General Motors, Ford, and Chrysler own that positioning—Mercedes brings up images of high-end sport and […] … learn more→