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Automotive Brand Positioning – model EQXX

COLUMBIA BUSINESS SCHOOL

ONLINE DIGITAL INTENSIVE PROGRAM

JOSÉ A. SERRANO OCT-2022

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Table of Contents

  1. Brand Positioning Statement
  2. Brand Personality
  3. Target Audience
  4. Marketing Channels
  5. Ad – brand elements

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1. EQXX - Brand Positioning Statement

Electric Luxury Auto high end Consumers like Tesla owners

EQXX Mercedes Benz – electric car model/s

Most efficient luxury electric car on the market

1,000 kilometers per charge & solar charge

Brand Positioning and Brand Personality Guide the Brand’s Advertising Strategy in terms of:

  • Targeting
  • Message to Convey
  • Tone
  • Ad Copy
  • As Creative

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2. Brand Personality

  • Luxury High-end Electric Vehicle
  • Sophisticated knowledgeable he/she consumer
  • Demographics US $ income house hold
  • Environment friendly and efficiency
  • Future technology leader

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2. Target Audience

  • Demographics (ex. have a budget for $ EQXX)
  • Tesla Owners
  • Anyone owning a Luxury Sedan in the price

segment willing to change into an electric car

  • Anyone owning a Mercedes Benz in the price

segment willing to change into an electric car

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4. Market Channels

  • Video and Audio – engaging content awareness
  • Print – awareness magazine
  • Display Ads – Awareness and call to action registering an email
  • Social Media – Awareness
  • Search Engine Optimization – efficiency results propagation v/s competition

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5. (brand elements) Ad both engaging content and call to action:

  • Email registry or dealer test drive
  • Account Based Marketing : Awareness – apply a similar Ford Fiesta strategy and collect genuine feedback and social video content dissemination of Mercedes Benz Electric Car models.

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EQXX efficiency awareness through out all channels in all formats (PC, smartphone, magazine paper Ad) – Adcopy1 display phone Ad that can lead to a email registry to learn more -

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Key Benefits Attributes of model EQXX – (Adcopy 2 in all formats) awareness

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EQXX model branding can be done using all the media below:

Important influencer

Owned channels from Mercedes Benz.

Ex. Tik Tok

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Video is very important in this Brand Awareness Campaign

Back to the Future clip adaptation idea with the EQXX model and/or the AVTR model to achieve EARNED MEDIA or viral marketing:

https://www.youtube.com/watch?v=jKgdy2haqnw

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Final AVTR model showcase and leave Mercedes Benz Electric Cars on top of mind of the consumer.��https://www.youtube.com/watch?v=xHGsXsEOSWo