Members
Renaming of Mercedes-Benz the membership club.
The concise and modern name posseses a high recognizability, is easy to pronounce and is internationally understandable. It creates a sense of unity among the target group. In addition, it emphasises the exclusivity of the offer of Mercedes-Benz for the target group, without appearing elitist or aloof. Mercedes-Benz Members fits in to the future-oriented branding and values of Mercedes-Benz.