Part 2 : Thailand Top Automobile Strategy

Analysis
Europe & American Manufacturer
Top Tier Segment
Company Background
16 .. 2446
28,000
11

Model T 15


2493


Thunderbird

..2503
Go Further Feel the difference
3

(Car) Ford Fiesta Ford Focus

(SUV) Ford Ecosport , Ford Everest,

(Truck) Ford Ranger Ford Escape Ford Territory

Identify Brand Positioning & Values

1Frame of Reference
-Point of Parity
Go further
-Point of Different

function

2Perceptual Map

Chevrolet, Toyota, Honda, Mitsubishi

3Mental Map
-
-
-

-
-
-
-

4Core Brand Association

-

-
-
-

5Brand Mantra
Emotional modifier

Descriptive modifier

Brand Function

Compare Brand Marketing Programme

1Marketing Perspective
-

-

-

-
2Brand Element
Brand name : Ford

Slogan : Go Further
Logo :

Product : Ford Fiesta, Ford Focus, Ford Ecosport , Ford Everest,

Ford Ranger
3Secondary Association
-

Geely

Sustain Growth
1Defining Branding Strategy
a.Brand Ladder
TOM- Logo Ford , Go Further, Ford

Attribute-

Benefit-

Territory-
Values- Go Further
Role-
b.Brand Matrix
c.Source of Equity
i.Brand Awareness

Ford

Brand Worldwide

mass media

brand recall

ii.Brand Image

Ford

Ford



2Managing Brand Equity
Vision Grid
Product Extension
-

Geely

)
- Ford

Brand Revitalisation

slogan Feel the difference

Go Further

2012

vision