The Mechanics Of Modern Day Brand Affinity Essay

838 Words Mar 17th, 2015 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, playing music, and being active. And because Generation Z are typically heavy users of social media, several hashtags flash over the video throughout the commercial, #alive, #play, #spirit, #curiosity. There are fast clips of the new Mustang being driven throughout…

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