Ford Motors (Ford), one of the biggest manufacturers of automobiles in the US lost could not sustain its Lincoln brand due to mismanagement

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Marketing Management info_at_casestudyhelp.in91
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• 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.

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

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