The Ford Motor Company established itself as one of the preeminent auto companies worldwide with a long, refulgent history of automobile development for over one hundred years. As one of the leading vehicles manufacturers and prestigious brands in the world automobile industry, Ford’s solid brand management is its major strength. In 2014, Ford stands as the second largest automobile manufacturer in the United States and fourth largest in the world (Forbes). Furthermore, the firm ranks eighth among the largest American corporations in the 2014 Fortune 500 companies list.

In the past decade, Ford succeeded in building credible and reputable auto products – its vehicles are visible on the roads throughout the United States. The company has garnered a loyal customer base and reputation through its quality goods and services. In fact, due to its mature US market and loyal customer base, Ford ranked second on a best car brand perception survey about customer satisfaction and brand loyalty (Consumer Reports). Ford endured despite the major financial hits of the 2008 recession because of its extensive knowledge of US market and consumers, and its great reputation in its home market for reliability, performance, and durability.

In fact, Ford has leveraged its strong market position and brand name to intensify its competitive advantage and expand into international markets in over two hundred countries. As a result, Ford has achieved magnificent profits, especially in major developing countries like China and India. According to a Ford press release, last year Ford increased sales by nearly 50% and sold 935,813 vehicles in China.

However, Ford’s brand image may weaken due to the rising tide of product recalls. According to the National Highway Traffic Safety Administration, in 2013 Ford recalled 1.2 million vehicles in the United States – the fifth largest recalled