Question

Discussed critically a brand attribute by using Mercedez-Benz as an example

my subject is THEORY AND PRACTICE OF CORPORATE COMMUNICATION

Answer 1

Brand attributes are the attributes that define the nature and characteristics of the brand. It shows the company's nature in which it deals and represents the company in the market. The company is known to the consumer only with the help of the brand. Brand attributes are developed to portray the company's nature and promote the company by giving an identity to the brand. Following attributes should be there in a brand:-

1) Satisfaction of needs:- A brand should strive to identify the needs of the customer and fulfill it. In this way, the brand gets recognition and helps in generating large amounts of profits. For example, Mercedes Benz, the company engages in identifying its customers and developing cars as per the customer's needs. In this way, the Mercedes enjoys a good market position in the automobile sector.

2) Dynamic in nature:- The brand plays a vital role in the recognition of a company. A company to survive in a market needs to update itself as per the customer's new technologies and demands. Mercedes Benz adapted itself in its changing environment by manufacturing hi-tech cars and also eco-friendly cars. Due to this, the company is enjoying a good position in the market compared to its competitors.

3) Sustainability:- The brand should be sustainable to survive in a market, and the company should adopt measures to improve the sustainability of the brand. Mercedes Benz's car brand is sustainable as they face cut-throat competition from competitors and strive to improve its brand.