Ford project 1 >
  project 2 >
J.P. Morgan
Merck project >
Procter & Gamble

Samsung project >
Verizon project >

Within a company's brand portfolio, maintaining the appropriate degree of brand differentiation is paramount. In order to successfully achieve such proper amount of separation, an approach must be taken that clearly defines each brand and articulates the degrees to which respective attributes are emphasized, both verbally and visually.

To assess three major brands of Ford Motor Company's portfolio VVF methodology was employed to analyze and compare succinct brand character relationships based on strategic business directions and target customer aspirations. This comparative and quantitative approach provided strategic insights into appropriate degrees of brand portfolio differentiation.
  Among outcomes were:
  • Comparative brand intent maps using VVF analytics of three distinct brands showing respective verbal-visual characteristics, relationships, similarities and differences

  • Target customer perceptions of representative vehicle designs for each brand

  • Identification of target customer association issues, implications and brand direction gaps via VVF mapping analytics

  • Brand intent insights and design references that consider optimal brand portfolio positioning for business strategy while meeting consumer aspirations for distinctive designs

Alliance for High Performance Leadership: Worldwide Acceleration Partnership, LLC

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