CatchThis Blog / Ford Fiesta

Mark Skoultchi

March 17, 2008

Ford recently announced that it is relaunching the Fiesta as a worldwide brand (see article). I love this naming strategy, but it doesn’t always work. Ford’s justification is two-fold: the name already has some existing equity (albeit, not all positive) and by using one name in multiple markets, they can trim down their marketing expense. […]

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