1. 1. HOW FORD WENT FURTHER ADDING SPARK TO A LEADERSHIP BRAND 1
2. 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. 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. 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. 5 A shift in marketing: connecting functional to emotional, and drive trial and preference FUNCTIONAL EMOTIONAL TRIAL
6. 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. 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. 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. 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. 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. 11. A Primer Brand Equity 3 Columbus Circle New York, NY 10019
12. 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. 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. 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. 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. 16. Dipanjan Chatterjee Senior Vice President dchatterjee@bavconsulting.com +1.646.221.2372 THANK YOU 3 Columbus Circle New York, NY 10019