Major Brand Strategy Decision Essay

A) Brand Positioning Product attributes – Ford has retained a reputation for building high quality, safe and good performing vehicles. Product benefits – Best in quality and class, rugged, tough, green, safety, and fuel efficiency. In-car technology that allows you to send and receive wireless phone calls and text massages as well as operate nearly portable digital media players with simple voice commands.

Beliefs and values – Ford Malaysia is a manufacturer that improves the quality of life in multi-ethnic and progressive Malaysia through work-force and community-based programs.Serving each other and innovating to improve the lives of everyone. B) Brand Name Selection Henry Ford’s first attempt at a car company under his own name was the Henry Ford Company on November 3, 1901, which became the Cadillac Motor Company on August 22, 1902, after Ford left with the rights to his name. The Ford Motor Company was launched in a converted factory in 1903. C) Brand Sponsorship Ford is a manufacturer’s brands, they sell their product under their own manufacturer’s brand names.And continually build new assembly plant in another country to increase its manufacturing capacity in a part of the world. D) Brand Development Strategies Line extension – Ford will come out many categories and colours with a product, such as the Ford All-New Focus car come out with 2. 0L Sport+, 2.

0L Sport, 2. 0L Titanium+, 2. 0L Titanium and three major colours which are Candy Red, Frozen White and Panther Black. http://www. ford. net.

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