1. Satisfaction & Loyalty
OUR BRAND AUDIT
Bringing value to
customers

2. RICHARD FIFIELD
CHIEF ENGINEER
“PROJECT MANAGER”
LIKES SUNSETS AND LONG WALKS ON THE BEACH

3. KELLY DONNELY
PROCESS ENGINEER
“WRITER”
LIKES HER VEGGIES RAW

4. STEVE ALB
PROCESS ENGINEER
“WRITER”
DIGS “CHICK” FLICKS

5. GEOFF DONALD
PRODUCT DESIGNER
“PRESENTER”
SECRETLY DRIVES A HONDA

6. LINDA BARABE
PRODUCT DESIGNER
“PRESENTER”
NOT REALLY A STUDENT, JUST PLAYS ONE ON T.V

8. WHERE IT ALL BEGAN

9. The Ford Motor Company was incorporated in 1903 with
The Ford Oval trademark was first introduced in 1907
Henry Ford as vice-president and chief engineer. Groups of
two or three men with the company produced only a few
cars a day at the Ford factory on Mack Avenue. Each car
was built from components made to order when place by
other companies.
Henry Ford waswas years old when build a self-propelled vehicle with a gasoline the
Although Ford 40 not the first to he founded the company and revolutionized
business They are, paying hisone of several automotive pioneers whothe going wage
engine, world by however, workers $5 per day, more than double helped the
in the industry. nation of motorists. it attracted the best and the brightest
U.S become a His strategy paid off;
mechanics to his factory, reduced turnover, and success ensued.

10. WHERE THEY ARE TODAY

11. In 2008, Ford produced 5.532 million automobiles and employed about
213,000 employees at around 90 plants and facilities worldwide
Ford is the second largest automaker in the U.S. and the 5th largest in the
world. Ford made the Fortune 500 list 2010 and ranked the eighth largest
American-based company with global revenues of $118.3 billion in 2009.
Ford earned a net profit of $6.6 billion and reduced its debt from $33.6 billion
to $14.5 billion lowering interest payments by $1 billion following its 2009 net
profit of $2.7 billion
The Ford Taurus, one of Ford's best-selling models. In its 21-year lifespan, it
sold 7,000,000 units. It is the 4th best-selling car in Ford's history, behind only
the F-150, the Model T, and the Mustang.
TTHE PRESENT

12. OUR APPROACH TO A BRAND AUDIT

13. Our team used a mix of primary and secondary
research for reviewing the Ford brand.
We conducted a survey of car owners in which we
asked them their opinions on their awareness of the
Ford brand, the likelihood of buying a Ford vehicle
and what are the motivating factors in the purchasing
process.
A team member also conducted an interview with a
member of the Ford management team in order to
understand how the Ford brand is viewed internally.
Approach to Brand Audit

14. Products like the Mustang, Fiesta and the F-150 have
immediate familiarity.
Ford has global recognition, ranking 50th in Interbrand’s
Top 100 most recognizable brands and a brand valuation of
$7, 483 Billion.
Ford is successfully recognized as quality leader being
recognized by both JD Power and Consumer Reports.
Brand Inventory

15. “About 84% of customers who purchased 2010 models of Ford cars and trucks are satisfied with
By avoidingofgovernment bailouts, Ford increased consumer
the quality their vehicle.”
confidence which led to a resurgence in market share and made
them the most favourable automobile brand (73%) in America.
“Study showed Ford has the fewest number of vehicle defect or "things gone wrong" among all
full-line vehicle manufacturers.”
Ford is regarded the ‘American’ brand which is a positive
perception in a large portion of their customer base.
Ford’s statistics indicate that customer’s appear largely pleased
with their selection.
Brand Exploratory

16. OUR RECOMMENDATIONS

17. Reality Is Perception
RECOMMENDATION #1
Focus on Diversity
INNOVATION
Customer Service & Technolgy

18. Reality Is Perception
RECOMMENDATION #2
Customer Service
INNOVATION
Customer Service & Technolgy

19. Reality Is Perception
RECOMMENDATION #3
Technical Innovations
INNOVATION
Customer Service & Technolgy

20. Overall it comes down to the Voice of the
Customer (VOC) being critical to business
success. Ford’s Brand execution must
To be sustainable, they must deliver
express the customer’s needs and wants
on their promise!
to be successful.
SUMMARY

21. We hope you enjoyed our presentation!