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 & Rubicam Author: 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 obj