Creating personas and archetypes in automotive branding: The case of Mercedes-Benz

The automotive industry is a rapidly evolving, changing, and transforming sector. It stands out as an industry where competition is intensifying at an unprecedented rate. The continuous advancement of technology, shifting consumer expectations, and the growing emphasis on sustainability have compelled automobile manufacturers to adopt a strategic approach not only in product development but also in building a strong brand identity. Although autonomous driving technology, electric vehicle systems, and digitalization serve as technical differentiators for automotive brands, the widespread adoption of these innovations across the industry indicates that mere technical differentiation is insufficient. In this context, branding emerges as a crucial strategic tool. Brands that establish a strong emotional connection with their target audience, foster customer loyalty, and align with consumer lifestyles through their strategic narratives gain a competitive edge. In the process of creating a brand identity, personas and archetypes serve as essential strategies that enable brands to resonate with their target audiences. With globalization, automotive brands are addressing a more diverse and universal demographic group, making the need for a globally recognizable brand identity more significant than ever. Consumers are not only interested in the technical specifications of a vehicle but also in brands that offer a lifestyle and establish an emotional connection. While archetypes assign personality traits to brands and convey subconscious messages to consumers, personas help brands understand their audience and develop tailored strategies that foster identification with the brand. This study examines the significance of personas and archetypes in automotive branding and their contribution to brand identity, with a specific focus on the case of Mercedes-Benz. A qualitative research approach has been employed, and content analysis has been conducted to explore the role of personas and archetypes in branding strategies. The study aims to provide insights into the use of these elements in brand positioning. Through the example of Mercedes-Benz, the research seeks to illustrate how personas and archetypes facilitate the connection between the brand and its target audience.