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Brand Element

In: Business and Management

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Brand Elements
Ford already uses some brand elements like memorable which is, “How easily do consumers recall and recognize the brand element and when-at both purchase and consumption.” (Kotler, P., & Keller, K., 2012, p 250) When someone sees a blue cross they know it is a Ford emblem and when some sees that horse running they know it is the mustang emblem. The Ford Mustang is a very memorable car with very memorable because of commercials and getting their name and brand out to customers. Ford Mustang also has adaptability which is, “How adaptable and updateable is the brand element.” (Kotler, P., & Keller, K., 2012, p 250) Ford comes out with a new model every year and change something each time like the body style, engine, or interior. A lot is put into the engine over the past few years because of gas prices rising, so Ford and every other car maker is try to get the best miles per gallon as they can. Another brand element that would be beneficial for Ford is protection with air bags, seatbelts, and running many crash test with every type of vehicle. Protectable is, “How legally protectable is the brand element.” (Kotler, P., & Keller, K., 2012, p 250) USNews ranks vehicles on safety and tells the safety features of each vehicle. The 2013 Ford Mustang offers driver air bag, passenger air bag, side air bag, 4-wheel ABS, 4-wheel disc brakes, electronic stability control, traction control, and emergency trunk release as their safety features. Out of five stars the 2013 Ford Mustang scored four in Overall Rating, four in Frontal Crash, four in Side Crash, and five in Rollover. In 2012 Ford created a new brand promise, “Go Further,” while keeping the older one, “Built Ford Tough”. Go Further is used more for cars while Built Ford Tough is geared towards trucks and SUVs. Go Further means that Fords cars will go further and last longer than

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