Magazine article Marketing

Ford Refocuses on Brand to Fend off Rivals' Growth

Magazine article Marketing

Ford Refocuses on Brand to Fend off Rivals' Growth

Article excerpt

Ford UK is preparing an ad campaign to re-establish the brand's image and strengthen its business against Asian competitors.

Ford's director of marketing, Steve Hood, said that consumers had lost sight of what the brand actually stands for, as most of its recent marketing has focused on different models.

The car giant is understood to be in the early stages of planning a brand that will be rolled out early next year.

Hood said the fact that Ford is so well known is 'both an advantage and a disadvantage', as many people's views of the marque remain stuck in the past.

Since 1999, the company's marketing has communicated the contemporary dteve Hood, said that consumers had lost sight of what the brand actually stands for, as most of its recent marketing has focused on different models.

The car giant is understood to be in the early stages of planning a brand that will be rolled out early next year.

Hood said the fact that Ford is so well known is 'both an advantage and a disadvantage', as many people's views of the marque remain stuck in the past. …

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