Business Case Studies, Brands & Branding and Private Labels Case Study, Ford Motors, Brand Revival

print page
Tell A Friend

Case Categories

Brands & Branding and Private Labels Case Study

Case Title:

Ford’s Brand Revival Strategy for Lincoln

Publication Year : 2008

Authors: Shital Vakhariya, Menaka Rao

Industry: Automobiles


Case Code: BBP0098B

Teaching Note: Available

Structured Assignment: Available

Buy This Case Study

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.

Pedagogical Objectives:

  • To discuss the challenges faced by the company due to change in consumer perceptions and increase in competition
  • To discuss concept of badge engineering
  • To discuss the concepts of brand, brand image and brand loyalty in the context of Ford
  • Ford’s brand revival strategies for Lincoln and discuss the possibility to its success or failure.

Keywords : Brand Revival, competition, US auto industry, Big three, Hybrid automobile, changing consumer prefernce, identity crises, Brands and Branding Case Study, American luxury brand, Alpha numeric naming system, Badge engineering, innovative products, cadillac, new models, Japanese manufacturer

Recently Bought Case Studies

    Recently Bought Case Studies

    Executive Interviews

  • Al RiesAl Ries

    Chairman of Ries, an Atlanta-based marketing strategy firm
    Speaks on Brands and Branding
  • P GopalakrishnanP Gopalakrishnan

    is a Vice-President, CavinKare International Business.
    Speaks on Brands and Branding
  • Richard RawlinsonRichard Rawlinson

    Richard Rawlinson, is a Vice President of Booz & Company
    Speaks on Marketing in a Downturn
  • View All Executive Interviews»

Contact us: IBS Case Development Centre (IBSCDC), IFHE Campus, Donthanapally, Sankarapally Road, Hyderabad-501203, Telangana, INDIA.
Mob: +91- 9640901313,

©2020-2025 IBS Case Development Centre. All rights reserved. | Careers | Privacy Policy | Terms of Use | Disclosure | Site Map xml sitemap