The Mechanics Of Modern Day Brand Affinity By Christine Birkner

838 Words 4 Pages
In her article “The Mechanics of Modern-Day Brand Affinity” author Christine Birkner observes Ford’s marketing strategy of attempting to appeal to children before they are even able to legally drive. She says Ford is trying to build up its brand image among children so that when the time comes for them to choose a vehicle to purchase, Ford is already the front runner. Birkner says that Ford’s focus (no pun intended) is on Generation Z. She quotes Forrester Research Inc.’s definition of Generation Z as those born between the years 1990 and 2010 – an enormous chunk of the world’s population.
The article revolves around the premise that brand positioning, which Ford believes (and research has affirmed) begins at a very young age, can be influential in the success or failure of a brand. Positioning is developing a specific marketing mix to influence potential customers’ overall perception or a brand, product line, or organization in general. Birkner says that Ford uses commercials in its positioning strategy. She says that in the 2015 Mustang commercial, rather than stating facts about the car’s horsepower, miles per gallon, or even safety, the company just shows quick shots of young people surfing, hiking,
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In order to implement technology that is compatible with Generation Z’s ideals, Ford engages in environmental scanning where they gather information from the external environment and adapt based on their research. In particular, Ford has realized that connection is a top priority for members of Generation Z. Ford highlights its Sync technology that allows for hands-free connection to smart phones and tablets, so users can send and receive texts, make phone calls, and access apps all from the steering

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