Agency: Young & Rubicam | Author: John Hawkins |
Ford Galaxy: Building Brand Value for Ford
INTRODUCTION
This case study shows the value of advertising in creating a strong brand. It is about the success of Ford Galaxy in becoming the brand leader in the 'MPV' segment ('people movers'). Advertising not only helped Galaxy achieve short term sales objectives, but also built enduring brand values that have maintained its brand leadership over the last three years. Galaxy succeeded over the established category leader of ten years standing - Renault Espace, and over new competitive threats, without significant product advantage.
We...