{"id":31524,"date":"2010-01-12T23:55:29","date_gmt":"2010-01-12T23:55:29","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=31524"},"modified":"2021-01-07T15:13:49","modified_gmt":"2021-01-07T14:13:49","slug":"consumers-rank-ford-as-most-improved-brand-in-2009","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/consumers-rank-ford-as-most-improved-brand-in-2009\/","title":{"rendered":"Consumers Rank Ford as Most Improved Brand in 2009"},"content":{"rendered":"<p><img decoding=\"async\" class=\"size-full wp-image-31525 alignleft lazyload\" title=\"Brandindex-chart\" alt=\"Brandindex-chart\" data-src=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2010\/01\/Brandindex-chart.jpg\" width=\"300\" height=\"256\" data-srcset=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2010\/01\/Brandindex-chart.jpg 300w, https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2010\/01\/Brandindex-chart-150x128.jpg 150w\" data-sizes=\"(max-width: 300px) 100vw, 300px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 300px; --smush-placeholder-aspect-ratio: 300\/256;\" \/>According to a <a href=\"http:\/\/www.brandindex.com\/\" target=\"_blank\" rel=\"noopener\">BrandIndex<\/a> poll, which based results on over 1.2 million online interviews throughout 2009, consumers voted Ford as the &#8216;most improved&#8217; brand of the year.\u00a0 Based on those results, I guess it&#8217;s not surprising that Ford saw a 33% increase in sales in December, and Ford&#8217;s 2009 market share grew by 1% over 2008.<\/p>\n<p>One of the reasons consumers might have a positive view of the Ford brand could be attributed to the company&#8217;s refusal to take money from the U.S. government&#8217;s TARP (Troubled Asset Relief Program) in 2009.\u00a0 Furthermore, the company made some overt attempts to adjust its product line to meet consumer needs rather than focusing on the &#8216;easy money&#8217; sales automobile manufacturers had come to rely on in the 21st century.<\/p>\n<p>Facebook ranked number two in the BrandIndex list of the most improved brands of 2009, and two more Ford-owned brands, Lincoln and Mercury, took the third and fourth spots.\u00a0 The top 10 most improved brands are shown in the image above.<\/p>\n<p>BrandIndex also provides an annual consumer ranking of the &#8216;healthiest&#8217; brands, which are defined as the brands that consumers <em>perceive<\/em> to be the strongest.\u00a0 Not surprisingly, brands like Google, Johnson &amp; Johnson, M&amp;M&#8217;s, Campbell&#8217;s, and other brands that people have learned to trust over the years ranked high in this list.<\/p>\n<p>I&#8217;ve written about the importance of <a href=\"https:\/\/www.corporate-eye.com\/main\/building-brand-trust\/\" target=\"_blank\" rel=\"noopener\">building brand trust<\/a> here on Corporate Eye before, and the BrandIndex ranking supports that line of thinking.\u00a0 Without a doubt, consumers are looking for brands that offer transparency and trustworthiness in 2010 and the foreseeable future.\u00a0 At a time when consumer perceptions are easily shaped by the speed of social media conversations, brand managers have to work harder than ever to set, meet and exceed consumer expectations through every marketing touch point.<\/p>\n<p>Consider Ford&#8217;s ranking on the BrandIndex list of the most improved brands of 2009.\u00a0 It&#8217;s unlikely anyone would have predicted that ranking a year ago.\u00a0 However, by setting consumer expectations (not taking the TARP money), meeting consumer expectations (revising the Ford product line), and exceeding expectations (let&#8217;s face it, expectations were low a year ago so Ford had a lot of opportunity to exceed them), word spread among consumers both through word-of-mouth marketing and social media conversations, and consumers began to see the brand as being more transparent and trustworthy than some of its competitors.<\/p>\n<p>Take a look at your own business, consumers and competitors.\u00a0 Knowing that consumers want transparency and trustworthiness from the brands they choose, how can you capitalize on opportunities where you competitors are not delivering on those needs and create the perception that you <em>can<\/em> deliver on those needs.<\/p>\n<p><em>Source: <a href=\"http:\/\/www.brandweek.com\/bw\/content_display\/esearch\/e3i0bdeb9f8495547e11ef24f7c4c8c54c7\" target=\"_blank\" rel=\"noopener\">BrandWeek<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>According to a BrandIndex poll, which based results on over 1.2 million online interviews throughout 2009, consumers voted Ford as the &#8216;most improved&#8217; brand of the year.\u00a0 Based on those results, I guess it&#8217;s not surprising that Ford saw a 33% increase in sales in December, and Ford&#8217;s 2009 market share grew by 1% over [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":31525,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[95],"tags":[310,100,6126,5894,2721],"class_list":{"0":"post-31524","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-brand","8":"tag-brand-positioning","9":"tag-brand-strategy","10":"tag-brand-transparency","11":"tag-brand-trust","12":"tag-brandindex","13":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Consumers Rank Ford as Most Improved Brand in 2009<\/title>\n<meta name=\"description\" content=\"Are you surprised? Ford and Ford-owned brands Mercury and Lincoln take first, second and third place in annual BrandIndex poll.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.corporate-eye.com\/main\/consumers-rank-ford-as-most-improved-brand-in-2009\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Consumers Rank Ford as Most Improved Brand in 2009\" \/>\n<meta property=\"og:description\" content=\"Are you surprised? 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