Ford the most recognised car brand...

[imugli]

Seems like all that TV advertising Ford isn't doing is paying off...

http://smh.drive.com.au/motor-news/f...522-1z2vd.html

It might be number five in sales, but the Blue Oval's brand recognition is number one.

Despite seven years of sales decline – and recently being overtaken by Mazda and Hyundai in the sales race – Ford remains the most recognised car brand in Australia, according to Roy Morgan Research.

The survey of more than 6000 prospective car buyers showed there was more awareness of Ford than Holden and even Toyota, which has been market leader for the past nine years in a row.

The study, by Roy Morgan Research, looked at 12 of the biggest car brands sold in Australia and ranked them according to advertising recall by people intending to buy a new car.

Toyota, which accounts for nearly one in five new cars sold, was ranked third for advertising recall because, the research company says, it reduced its advertising spend and exposure after supply of vehicles was restricted by an earthquake in Japan and floods in Thailand.

“Toyota has declined by five percentage points over the last two years. With many of the Japanese manufacturers forced to cut their ad spend as a result of the March 2011 tsunami and earthquake, it’s not surprising to see that ad recall for the Japanese brands is down across the board,” says Norman Morris, Roy Morgan Research industry communications director.

The big improver was Germany’s Volkswagen, which climbed from 11th to share ninth place with Nissan in the latest survey. Growing Korean brands Hyundai and Kia also performed well.

Mazda, Holden, Honda, Toyota, Nissan, Mitsubishi, Subaru and Suzuki all ranked lower than in previous years.

“Of the volume brands, Volkswagen has been the major mover, increasing from 40 per cent in 2010 to 50 per cent in 2012,” says Morris, claiming this equates to approximately 300,000 additional new car intenders recalling a Volkswagen ad in the recent term.

“With so many automotive brands available to choose from, multiple new or face-lifted models hitting the market each month and budgets tightening – memorable, targeted communication is increasingly vital,” Morris says, claiming some brands can become “lost” in the media mix, leading consumers to forget which company advertised what.

“Brand leakage is an issue that many brands face when trying to create memorable ads. There is little or no point in spending dollars on creative and media, having the target market remember the ad, but associating the incorrect brand or model to the ad,” Morris says.

Advertising recall among intended buyers
Brand Buyer recall %
Ford 77
Holden 72
Toyota 67
Mazda 66
Honda 62
Hyundai 59
Mitsubishi 53
Nissan 50
Volkswagen 50
Kia 49
Subaru 42
Suzuki 37

Source: Roy Morgan Research

[1TUFFUTE]

may i be the first among few to say to the ensueing masses...I TOLD U SO

[In Focus]

And yet everyone insists Ford's marketing department is no good.

[HULK EF]

reminds me of the saying..

"Less is more"?

Although im scratching my head anyway at the outcome thinking WTF?

Hope this points to better sales sometime eventualy??!!!!!!

[Joe5619]

Interesting, I personally didn't see that one coming!!


So, what is going wrong then? Somethings got to be under preforming somewhere to get 7 years of decline?

[2011G6E]

Probably the fact that they've never really changed their logo worldwide has a lot to do with it...think stuff like Coca Cola for another example.

[prydey]

Originally Posted by Joe5619

So, what is going wrong then? Somethings got to be under preforming somewhere to get 7 years of decline?

nothing is wrong! the pie is just being cut into a lot more slices.

how many extra makes and models are on the market today compared to 7 years ago?? very few car makers would be pushing out the same volume as 7 years ago.

[Powdered Toast Man]

The blue oval is an easily recognisable symbol that hasn't changed much over the last, what, 50 years or so? Ford a very recognisable brand with links into most sorts of motor racing and a rich history which would help people remember the brand.

Will it translate into sales though? I doubt it. Just because they recall advertising it doesn't mean they want the product.

Not tryingto bring the thread down or anything, just trying to put some perspective on what the poll results actually mean.

[Windsor220]

Being the most recognised brand doesn't mean people know what models you are selling or that they want to buy them.

[malazn mafia]

Every Australian has sat in a taxi that had 'Ford' written on the front and back. Easy recognition right there.

[Yellow_Festiva]

Originally Posted by 2011G6E

Probably the fact that they've never really changed their logo worldwide has a lot to do with it...think stuff like Coca Cola for another example.

Took the words right out of my mouth.

[Nikked]

Plus, Holden isn't the only company with a lion logo..

[mik]

Originally Posted by Windsor220

Being the most recognised brand doesn't mean people know what models you are selling or that they want to buy them.

very true, the ford badge every one knows, some people on the radio the other day where talking about small cars and the woman piped and said it must be like my xr4, the guy piped up and said it`s relo to the xr8, ........what`s an xr8 she said?, i think there are still people out there that think the fairmont and fairlane are still going too, and they would`nt know what the hell you where talking about when you mention g6e, F6 ,etc,etc.

[Bossxr8]

I'm scratching my head trying to figure this one out, they say its based on advertising recognition, but what ads have Ford done lately that you would consider memorable?

I can't think of any.

[HUNTER8]

Originally Posted by Bossxr8

I'm scratching my head trying to figure this one out, they say its based on advertising recognition, but what ads have Ford done lately that you would consider memorable?

I can't think of any.

2.5 million people were watching Ford Focus ads on "The Voice" the other night.

Half a million plus watch V8 Supercars.

How many watch Geelong in the AFL or watched the AFL grand final last year?

[Bossxr8]

Doesn't answer my question though, what ads have Ford done lately that you could consider memorable? Nothing really stands out.

The walking fingers ones were memorable for being so crap, but that was 4 years ago.

[vztrt]

Originally Posted by Nikked

Plus, Holden isn't the only company with a lion logo..

I thought Holden was the one with gold bow tie on the front??

[jatt]

All that so called recognition isn't turning into sales?

[Nikked]

Originally Posted by vztrt

I thought Holden was the one with gold bow tie on the front??

There is the problem, half the holdens out their have chev badges on them

[Nikked]

Originally Posted by jatt

All that so called recognition isn't turning into sales?

There are some intication that the falcon could be in for a good month.

[HUNTER8]

Originally Posted by Bossxr8

Doesn't answer my question though, what ads have Ford done lately that you could consider memorable? Nothing really stands out.

The walking fingers ones were memorable for being so crap, but that was 4 years ago.

They surveyed 6000 people. If 4000 of them watched "The Voice" then they'd recall the Focus ads.
A lot of these surveys give up skewed results so apart from bragging rights they don't do much else.
Brand recognition and would you buy the brand are 2 totally different things.
If you take the result seriously then everone on these forums that bags Fords marketing obviously have no idea what they're talking about.

[BHDOGS]

there using the cartman excuse your not allowed to come into my theme park so everybody will want to go to it haha

[1TUFFUTE]

guys seriously...its not just tv where ford advertise...ford has a massive reputation for adds on youtube..web page pop ups...newspapers mags and of course tv. If your in the know...then you know ford has been very imaginative with there creative advertising lately. And i for one have been clapping for it all along.
And u have a bad memory if you cant remember the terri add visiting all her friends....Or the voice add with the voice recognition(very good add)....or even the reverse park assist add for the focus. I have heaps of friends who know im a ford fan who have comented to me how amazing they think it is that they can get THAT tech in a cheap car these days,a FOCUS.

GIVE FORD SOME CREDIT ....they have a small budget and yet they manage to retain the ford advertisement the most in peoples memories.

But dont mind me im sure theres someone who thinks ford just wings it and does what ever..whenever to try an sell THE BEST CARS AUSTALIAN classes have ever had.

[1TUFFUTE]

Originally Posted by HUNTER8

Brand recognition and would you buy the brand are 2 totally different things.
If you take the result seriously then everone on these forums that bags Fords marketing obviously have no idea what they're talking about.

Yeah but its surely a MASSIVE tick in fords box

[Shonky.]

Unfortunately there is a difference between recalling the brand and identifying with it, admiring it or indeed wanting to own it.

The results are a good thing, but it seems like it is an opportunity rather than marketing success.

They need to work on what that brand actually means.

No more 36990 driveaway rugs a million campaigns please

[1TUFFUTE]

Originally Posted by shonkymofo

Unfortunately there is a difference between recalling the brand and identifying with it, admiring it or indeed wanting to own it.

The results are a good thing, but it seems like it is an opportunity rather than marketing success.

They need to work on what that brand actually means.

No more 36990 driveaway rugs a million campaigns please

ya see i hear ya and slightly agree...BUT tell me

why for eg does criuze have nothing but runout adds...same as rodeo...theres NO model education AT ALL

why is there NO mazda 3 adds..or model education in their advertising

TELL ME

when you add up all the small things like shrinking large car market...burnt ex customers...lack of stock...floods...hail damage...no more fleet sales to list only a few.....

..its really not that hard to see fords position atm.
Dont forget ford basically has a full lineup of class leading cars atm........so THATS MORE WORRYING THEN ANYTHING ELSE for mine

So for me them having the best line up of vehicles in austraia coupled with a good(if not limited)advertiseing its quite amazing ford isnt doing much better

[Dr Smith]

Originally Posted by Bossxr8

I'm scratching my head trying to figure this one out, they say its based on advertising recognition, but what ads have Ford done lately that you would consider memorable?

I can't think of any.

Maybe your confusing being able to recall them vs something to win an advertising award. The Terry ads, "skiers" and "visiting friends on one tank", the barking dog Mondeo, sadly it's the lack of a Falcon ad in the same "fun" theme of the others that I can't recall straight away.

[Joe5619]

Originally Posted by prydey

nothing is wrong! the pie is just being cut into a lot more slices.

Yes, but the pie itself is much bigger too!!!

[prydey]

Originally Posted by Joe5619

Yes, but the pie itself is much bigger too!!!

how do you figure?

total new vehicle registrations have been fairly static the last few years. it nudged the million a couple of times but i wouldn't say the pie is bigger.

[Joe5619]

Originally Posted by prydey

how do you figure?

total new vehicle registrations have been fairly static the last few years. it nudged the million a couple of times but i wouldn't say the pie is bigger.

Maybe not the last few years, but the pie is bigger than 7 years ago. Surely??