Building Brand Architecture Report:

Maruti Suzuki VS Mercedes

Introduction: This report builds and examines the brand architecture of two
brands in the consumer automotive sector – Luxury car maker Mercedes and the
performance home car manufacturer Maruti Suzuki.
The two brands are chosen as they compete in different demographic income
group markets and have very different brand personalities. Maruti Suzuki and
Mercedes are among the most valuable brands in the personal car manufacturing
sector, and this report will bring out the stark differences in the brand architectures
of these two brands.
The goal is to observe how consumers can have vastly different perceptions of and
relationships with very similar products owing to the differences in brand
architectures. Brand Architecture

The first step is to develop brand pyramids for both brands.

1. Maruti Suzuki

Brand Core/Essence: Way of Life

Brand Personality: Family Vehicle, Safe, Trusted

Emotional Benefits: Long Lasting, Performance,

Family Vehicle, Safe, Tough, Big (space wise)

Product Benifits: Fuel Efficient, Performance

Vehicle, Safe family vehicle

Product Attributes: Mileage, Low Maintenance

cost, Engine , Airbags, Body Material, Power
Brakes
Mercedes Benz:

Brand Core/Essence: perfection, fascination and

responsibility

Brand Personality: Luxury , Status Symbol, Elite,

Innovative, Artistic etc

Emotional Benefits: Luxury, Status Symbol,

Speedy, exclusivity.

Product Benifits: High Speed , Luxurious, Trendy

Looks, Safety

Product Attributes: High Speed, Sleek Design,

Color Combinations , Power Breaks, Engine,

Brand comparison
As we can see both brands compete in very different markets catering different
segments of the population. Also both brands put a high value on performance and
product quality. However, the differences in the brand personalities appeal to very
different target audiences in the same market.
Mercedes prides itself on the exclusivity that it brings through its sleek designs and
premium pricing and is a luxury vehicle designed for the high end and high income
group segment with diversified taste for speed and design. On the other hand,
Maruti attracts its audience with the high level of Performance and Safety that it
offers with its products.
While Mercedes creates a sense of luxury and exclusivity for its customers, Maruti
provides its customers the value for money. Mercedes targets the top end of the
market, and its customers are not usually price sensitive. There are few options to
choose from, but brand loyalty is very high and even when the maintenance cost is
unusually high but it eventually adds to the premium feel of the product. Maruti
offers a huge variety, and has something for every section of the market. It lets its
customers control the pricing through the customization model. Maruti’s customers
are most likely to be middle class income group families while, Mercedes’s products
are high margin products attracting rich corporate class.

On one hand Maruti relies more the sales volume and on the other Mercedes
focuses in premium pricing on differentiated branded products. Thus both brands
serve the company’s goal of revenue share through two different drivers.

Brand Value Interbrand ranked Maruti on 11 th Indian Best Brand in its 2019 brand
rankings with the brand value of 154.86 bn INR wit a 13% increase from past
year.
Power to do more Brand Personality - Competitive, Frugal, Achiever Emotional
Benefits - Reliable, Trustworthy, Control, Freedom Product Benefits - High
performance, value for money, many options to choose from Product Attributes -
Sturdy, High customization.
. These rankings resemble the Brand asset valuator in that they do not provide a
dollar value, and rather rate brands on various other parameters such as
innovation, customer reviews etc. Mercedes has been consistent market leader in
the luxury cars segment globally ranked 8th Globally in the Best Brands list 2018
with 48,601 $m (34000bn INR brand value). Mercedes can be arguably treated as
the more valuable brand. Over the years, Maruti has struggled to maintain the
brand value globally with steady growth comparatively that it had during its
astronomical rise. While Mercedes continues to grow its fierce brand loyalty,
Maruti’s products are increasingly seen as replaceable commodities.

Sources Consulted

1 http://interbrand.com/best-brands/best-global-brands/2016/indiaranking/
2 https://www.interbrand.com/newsroom/interbrand-unveils-2019-best-indian-brands-
celebrates-brave-growth-amidst-change/
3 https://www.interbrand.com/best-brands/best-global-brands/2018/ranking/mercedesbenz/