To determine how well - or not so well - a brand is perceived, YouGov uses a Buzz score that asks respondents whether they've "heard anything about the brand in the last two weeks, through advertising, news or word of mouth" and whether it was positive or negative. The final BrandIndex report shows that online retail giant Amazon edged out Ford for the top ranking, while Subway, the History Channel and Lowe's rounded out the top five spots.įor Ford, it's still an improvement from sixth place in the 2012 study, and, more importantly, it dominated other automakers in terms of brand perception with a clear advantage over Toyota, Honda, Chevy and Volkswagen. While Ford failed to top the year-end study, it still has plenty to brag about. Just recently, we heard that Mulally will stay until the end of 2014, but a few months ago, Ford seemed open to the idea of him stepping down earlier than that.įord bumped by Amazon in best-perceived brand list Mon, īack in July, a mid-year study from YouGov found Ford to have higher brand perception than any other company in the US. So far, the picture for Mulally's eventual successor remains fuzzy, but it's understood that the leading candidate remains the company's chief operating officer, Mark Fields. Apparently, the board is growing concerned that this will-he/won't-he drama may end up distracting the media from covering Ford's other big news events next year - items like the debut of key all-new products like the Mustang and F-150. Ford board pushing Mulally for decision amidst fears story is drowning out other news Thu, Īutomakers and their executives rarely like to divulge information regarding future goings on, but the board of directors at Ford sound like they're getting a little antsy about chief executive officer Alan Mulally and his plans for 2014.Īccording to Reuters, as news of Mulally's possible departure to Microsoft continues to swirl, Ford's board is looking to push the affable executive to make a decision about his future sooner rather than later.
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