Ford has finally woken up to what Toyota knew a long time ago the power of a single gal brand Over 20 years ago Harvard professor Theodore Levitt praised Japanese manufacturers for their focus on "what every consumer in the world is seeking: world-class modernity at affordable prices" Either because they didn't understand regional differences in consumer preferences or out of self-confidence. Toyota, Nissan, and Honda sold standard products under a single brand umbrella. For decades, Ford adapted its manufacturing platforms. features, and model names from one country to another. The results: added manufacturing and supply chain costs that strained consumers' willingness to pay: a balkanized bureaucracy in which regional managers exaggerate the need for local adaptations to defend their turf, and a deteriorating market share, financial performance, and stock price.
Ford was once one of the 10 most valuable brands in the world. They're no longer on that list, but Toyota now is How did Toyota-and the other nine companies-do it? There are S characteristics that all top global brands have in common: The same positioning worldwide. This provides a combination of functional product quality and innovation with emotional appeal. Think Coca-Cola and Disney. A focus on a single product category. Think Nokia and Intel. The company name is the brand name. All marketing dollars are concentrated on that one brand. Think GE and IBM. Access to the global village. Consuming the brand equals membership in a global club. Think IBM's "solutions for a small planet" Social responsibility. Consumers expose global brands to lead corporate social responsibility, leveraging their technology to solve the world's problems. Think Nestle and clean
Ford has a proud history. Its name recognition is strong worldwide. The chairman is committed to the environment. Many consumers are no longer considering Fords when buying their new cars, but they are predisposed to giving Ford another chance. Fords worldwide should henceforth have a common look. feel, and brand essence. Low volume management distractions including Jaguar, Land Rover, and Volvo will be sold off; they're now meaningless. U.S.-based models like Mercury will be discontinued.

Case Questions:
a. How can Ford rehabilitate its global brand status?
b. Should Fords worldwide have a common look, feel, and brand essence?

Answer rating: 100% (QA)

a How can Ford rehabilitate its global brand status Unified Brand Positioning Ford needs to establish a consistent and unified brand positioning worldwide This involves clearly defining its brand iden... View the full answer