Why are marketers putting so much emphasis on developing strong brands? How has Ford Motor Company used integrated marketing communications to develop a strong brand image? .
Answer:.
Consumer choices are influenced by myriad factors such as time, location, cost, quality and brand names. A strong brand name can create positive recognition of one's company, build customer loyalty, influence one's buying decision, and offer the consumer an aura of intangible traits. From these influences, strong brands can provide a company with an opportunity for profitability and growth. .
Ford Motor Company is an example of a business that has grown immensely and increased their profitability, due to a strong brand image. Like many other companies today, they have adopted the technique of IMC (integrated marketing communications) to further promote and maintain their positive status among consumers. Their mission states, "We are a global family with a proud heritage passionately committed to providing personal mobility for people around the world. We anticipate consumer need and deliver outstanding products and services that improve people's lives." .
Ford Motor Company has anticipated consumer need by developing vehicles that directly respond to the ever-changing needs of people in the global community. According to David Smith of Primedia Bussiness Magazines, "The Ford line includes: the family vehicles (Crown Victoria, Taurus, Windstar, Aerostar), the expressive (Explorer, the new Expedition and an upcoming small sport/utility vehicle), the sporting (Mustang, Thunderbird, Probe); the youthful (Escort, Focus, Contour, Aspire and Ranger); and the tough (F-Series trucks). The Ford line is advertised as genuine, progressive and smart. Lincoln is another branch of Ford Motor Company, which is advertised as a car with grace, elegance and speed. The Jaguar, another line of Ford motor company, targets consumers that have sensuous and refined tastes.
