Brands & Branding and Private Labels Case Study

Ford’s Brand Revival Strategy for Lincoln

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Abstract:
Ford Motors (Ford), one of the biggest manufacturers of automobiles in the US lost could not sustain its Lincoln brand due to mismanagement. The company concentrated more on its trucks division for profits and let its luxury car business slide. It faced falling sales and profits due to a bloated product line, which was out of sync with the market. To get back to its former eminence, Ford initiated the rebranding of its Lincoln luxury-car brand.

Pedagogical Objectives:

• To discuss the challenges faced by the company due to change in consumer perceptions and increase in competition
• To discuss concept of badge engineering
• To discuss the concepts of brand, brand image and brand loyalty in the context of Ford
• Ford’s brand revival strategies for Lincoln and discuss the possibility to its success or failure.

Keywords : Brand Revival, competition, US auto industry, Big three, Hybrid automobile, changing consumer prefernce, identity crises, Brands and Branding Case Study, American luxury brand, Alpha numeric naming system, Badge engineering, innovative products, cadillac, new models, Japanese manufacturer