Ford Galaxy: Building brand value for Ford

1995-6 launch campaign for Ford Galaxy into the MPV (People Movers) sector. Objectives: brand leadership in 1 year, volume target to beat Espace sales in 1994, build brand values, appeal to up-market audience.
Agency: Young & RubicamAuthor: John Hawkins

Ford Galaxy: Building Brand Value for Ford

INTRODUCTION

This case study shows the value of advertising in creating a strong brand. It is about the success of Ford Galaxy in becoming the brand leader in the 'MPV' segment ('people movers'). Advertising not only helped Galaxy achieve short term sales objectives, but also built enduring brand values that have maintained its brand leadership over the last three years. Galaxy succeeded over the established category leader of ten years standing - Renault Espace, and over new competitive threats, without significant product advantage.

We...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands