Co-branding Strtegy For Mercedes-benz In China Market

It is imperative for Mercedes-Benz needs to extend its brand value inorder to keep up with the emerging trend of diversified customer segmentsand personalization. Co-branding, which is a focus of recent marketingstudy, has been proven successful to serve the mentioned purpose in FMCGindustry. This article strives to identify a set of feasible co-brandingstrategies for Mercedes-Benz to capture the huge opportunities in China,based on customer behavior analysis, co-branding theory&best practise,together with the overall business strategy of Mercedes-Benz in China.