reliable product
• Benefits – Durable could translate into that buyer would not have to buy
another car for several years, expensive could translate into
feeling important and admired
• Values : A Merc says something for producer’s values , high performance
No Nonsense ,No compromise on quality
• Culture : Merc represents German culture , or efficient , high quality.
•Personality : Merc represents no-nonsense boss , a reigning lion
•User : would expect a highly successful
35-50 years old behind wheels of aMerc
