Mercedes-Benz remains the world's most valuable luxury automotive brand.

In addition to the product portfolio, the entire business model will be oriented even more consistently towards luxury. Communication and sales are increasingly focused on the needs and desires of customers. Mercedes-Benz attaches great importance to reaching its customers and potential target groups directly in their own surroundings and to inserting itself there credibly and authentically with unique and individual brand experiences. To this end, the company is opening itself up to collaborations with personalities and brands from a variety of industries – from technology to fashion, music, film and sports. Such co-creations enable completely new perspectives. They make it possible to come into contact with target groups that otherwise have little or no affinity with the automotive industry. Sales channels are consistently aligned with real customer needs and supplemented with innovative formats and opportunities for brand presence both on and offline. Examples include Mercedes-AMG and Mercedes-Benz G Class Private Lounges as well as the Mercedes-AMG Store in Dubai. The Mercedes-Maybach Atelier recently opened in Shanghai is also part of the overall strategy.

The US brand consultancy Interbrand has been researching and analysing the world's most valuable brands since 1999. The top 100 are included in the annual “Best Global Brands” study, which examines all candidates according to three criteria: “Financial performance of the brand's products or services”, “Role of the brand in the purchase decision process” and “Strength of the brand with regard to securing future corporate earnings”. Interbrand was the first company to develop a brand valuation method certified according to ISO 10668. This international standard sets benchmarks for valuation and meets the requirements for precise monetary brand classification. Interbrand's ranking can be found at www.bestglobalbrands.com.