1. HOW FORD WENT FURTHER ADDING SPARK TO A LEADERSHIP BRAND
1
2. Ford has always been a very well known, highly regarded, and
extremely relevant a veritable institution and an American icon
Over the last decade, Ford has consistently placed in the top ten
percentile of brands in the US brand landscape 2 A powerhouse brand
with a Differentiation problem This is the story of Fords
revitalization as an innovative, high quality, customer-centric
leader Despite its overall brand equity, the brand suffered a
serious Differentiation crisis in the mid-2000s, as consumers
perceived the brand to be merely average in delivering a unique and
innovative value proposition
3. 3 Ford, always a highly esteemed brand, has made significant
progress in driving Differentiation since 2006 - 10 20 30 40 50 60
70 80 90 100 2006 2007 2008 2009 2010 2011 2012 2013 2014 Ford
Esteem and Energized Differentiation Percentile Rank How
appropriate is the brand to you? Energized Differentiation What is
a brands point of difference and reason for being? Esteem How well
regarded is the brand? 57 percentile Energized Differentiation rank
82 percentile rank (25 percentile improvement in in 4 years)
4. 4 A shift in offering: from dull to playful without
sacrificing practicality Focus is a practical, playful companion
offering a rare blend of agility and accuracy Despite the few
imperfections, we're amazed and thrilled that the company's dull
and boring low- priced car, the Escort, has been replaced with a
fine driver's car. Trust us on this one: It's not how far the
speedo needle moves; it's what you do to get it there.
5. 5 A shift in marketing: connecting functional to emotional,
and drive trial and preference FUNCTIONAL EMOTIONAL TRIAL
6. 6 An unwilling-to-compromise attitude reflected in its brand
promise to deliver the best Focus is a practical, playful companion
offering a rare blend of agility and accuracy
7. 7 Going beyond the product and embracing the experience For
many Americans, the daily commute is a source of daily dread. Ford
launched this program to help make the daily driver a happier and
less stressful experience. Ford is reviving the joy of driving
making it a pleasant escape, rather than a necessary driveSource:
Ford Looking further with Ford 2015 Trends
8. Significant portfolio refresh : Fusion new to market, 2nd
generation Focus, 2nd generation Escape, Taurus retired, then
resurrected 8 2006 2007 2008 2009 2010 2011 2012 2013 Bold Moves
Campaign Swap your Ride Campaign Drive One Campaign The Fiesta
Movement Reprise of Swap your ride Launches new F-150 Launch of Go
Further Campaign And Not Or Campaign Ford focuses on marketing
campaigns to change its brand image Using Social Media to raise
brand awareness Sustained refresh of product and marketing sets the
tone for a different type of Ford Sales back over 2 million
vehicles EcoBoost Engine To highlight the fact that buyers can have
great fuel economy with Fords EcoBoost engines as well as other
important attributes of Ford vehicles, including roominess, styling
and performance Focus/Fusion redesigns Cmax introduction F150
redesigned Escape 3rd Gen
9. 9 Ford gains significant ground on being considered an
innovative, high quality, and premium brand 3 3 4 5 5 10 11 Leader
High Performance Reliable Worth More Cares Customers High Quality
Innovative Fords Largest Attribute Improvements since 2006
Percentile Rank
10. BrandSTRENGTH (EnergizedDifferentiation&Relevance) 0 50
100 0 50 100 Brand STATURE (Esteem & Knowledge) Niche
Leadership Mass Market Undeveloped Commodity 10 Source: BrandAsset
Valuator USA All Adults, 2006-2014 2006 2007 2008 2009 2010-2014 0
20 40 60 80 100 Energized Differentiation Relevance Esteem
Knowledge By 2014, Ford has grown and consolidated its
Differentiation, while continuing to be one of the best known and
liked brands in the US Ford Power Grid Percentile Rank Ford Brand
Equity Pillars Percentile Rank
11. A Primer Brand Equity 3 Columbus Circle New York, NY
10019
12. BAV Consulting is the leading authority on consumer and
brand perceptions in the world BAV Valuator is the worlds largest
database of consumer-based brand insights 12
13. BAV MODEL: 48 ATTRIBUTES The foundation of our proprietary
Brand Asset model is 48 imagery attributes that comprise Brand
Equity ATTRIBUTES THAT IMPACT BRAND ASSET VALUE 13
14. PILLARS OF BRAND EQUITY 14 Energized Differentiation
Relevance Esteem Knowledge What is a brands point of difference and
reason for being? How appropriate is the brand to you? How well
regarded is the brand? How well do you understand the brand?
Relates to margins Relates to consideration & trial Relates to
loyalty Relates to brand saliency and familiarity We have found
that four pillars, built upon the underlying 48 attributes, best
describe Brand Equity
15. We measure Brand Equity along a Power Grid of Strength and
Stature Brand Strength An indicator of future brand potential
Energized Differentiation Relevance Brand Stature An indicator of
current brand status Esteem Knowledge BrandSTRENGTH Brand STATURE
The value of a brand is maximized when Brand Strength and Brand
Stature are both at their peaks Brand Equity 15 MEASUREMENT OF
BRAND EQUITY
16. Dipanjan Chatterjee Senior Vice President
[email protected] +1.646.221.2372 THANK YOU 3 Columbus
Circle New York, NY 10019