The challenge of the definition of mark is to develop a deep set of meanings for it. Kotler (1998) cites six levels of meanings of a mark, described in the topics to follow, where the companies must decide where level to anchor its identity, being they: ) Attributes? the principle a mark brings to the mind certain attributes, for example, Mercedes suggests price, quality of construction, good engineering, durability, raised high prestige, high value of resale, speed, etc. Stuart Solomon brings even more insight to the discussion. Thus, Mercedes was called for having ' ' an engineering work that is not offered in none another car of mundo' '. This served as platform of positioning to project other attributes of the car.
b) Benefits? the mark is more than of what a set of attributes. The consumers buy benefits. The attributes need to be transformed into functional and/or emotional benefits. The attribute durability can be transformed into functional benefit: ' ' I will not have that to buy a new car for many anos' '. c) Values? the mark also transmits something on values of the manufacturer. Thus, the Mercedes mark represents high performance, security, prestige, etc. the company must discover groups of purchasers of cars that look these values.
d) Culture? the mark can represent certain culture. The Mercedes mark represents the German culture: organized, efficient and of high quality. e) Personality? the mark can also project certain personality. If it was a person, animal or object, what she would come to the mind? Mercedes can suggest a head (person), a lioness reigning (animal) or an austere palace incoherent (object). The mark can assume the personality of a person or well known spokesman. f) User? the mark suggests the type of consumer who purchase the product.