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.