TIMELINE
TEAM ELEMENTS
POSITIONING THE COMPANY
Introduction
In 1998, two automotive giants, Daimler Benz and Chrysler, merged to form a partnership committed to providing the world with innovative transportation products. Their union combined the superior engineering and technological capabilities of Daimler Benz with the efficiency and speed to market that characterized the Chrysler Corporation, and created one of the world�s strongest product and financial portfolios.�
However, the public has, as of yet, been able to grasp the true meaning of the DaimlerChrysler brand as a whole. Instead, each of the DaimlerChrysler brands has its own identity, and the public does not see these products as relating back to DaimlerChrysler product line.� Additionally, there is little public knowledge of the company�s operations and projects, and as the case study states, the public does not know what to expect from the merger.�
Keeping these challenges in mind, we have developed a corporate communication and marketing campaign for the company to re-position DaimlerChrysler in the mind of the public and to raise awareness of the brand and its benefits to consumers.� The goal for the campaign is to make the total brand name meet the high standards the company sets for its transportation products and to market the company as the global transportation leader.
