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With its legendary performance and quality, Mercedes-Benz is one of the most recognizable brands in existence. This book examines it as a brand phenomenon, and provides a look at how the brand developed and the myths and realities surrounding it as it faced the global convulsions of war, mergers, and economic uncertainty.
List of contents
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.
Report
"...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..." (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 Dec 05)
"If you love the three-pointed star or automobile history, there may well be room for this one on your shelf or coffee table." (Evening Standard, 25th Nov 05)
"...thought provoking..." (The Telegraph, 10th December 2005)
