Marketing Management

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Presentation transcript:

Marketing Management

Marketing Management CASE STUDY (20 Marks) Ford Motors (Ford), one of the biggest manufacturers of automobiles in the US lost could not sustain its Lincoln brand due to mismanagement. The company Concentrated more on its trucks division for profits and let its luxury car business slide. It faced falling sales and profits due to a bloated product line, which was out of sync with the market. To get back to its former eminence, Ford initiated the rebranding of its Lincoln luxury-car brand.

Answer the following question. Q1. Explain the concepts of brand, brand image and brand loyalty in the context of Ford.