6. Brand Strategy
6.1 Creating a New Brand
Ahmet KINAY – Deputy Man. Dir. Ford Trucks
Deputy Managing Director Ahmet Kınay explains how they questioned their entire work processes after Ford Trucks heavy duty trucks’ market share dropped from 26% in 2005 to 15% in 2010. As a result of series market research studies conducted, they decided to delist Ford Cargo brand and created Ford Trucks as a new brand.
In the Q&A section, basic principles of new brand creation are iterated by using the Ford Trucks case study.
Long Version
English version of this video case, together with the printed case and teaching notes can be accesssed at the Case Centre’s website. https://www.thecasecentre.org/main/products/view?id=151974
