Brand Book
Ford Mustang Mach-E
Contents 5 Brand Adjective
15
19
True Line
Demographics
3
7
11
SWOT Analysis
Creative Brief
21
23
Global Market
Emerging Tech
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Brand Adjectives 01 5
Adjectives Describe the Brand
Sleek Glossy Modern Exoteric Innovative
Swift Friendly Progressive Adventurous Approachable
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SWOT Analysis 02 7
SWOT ANALYSIS OF Mustang Mach-E
STRENGTHS All electric vehicle Better for the environment A Smooth and Quiet Ride Sporty and elegant exterior A Comfortable Interior A Good Amount of Cargo Space
OPPORTUNITIES Expansion of more charging stations Driving range beyond competitors Differentiation of internal design Price cut
WEAKNESSES Charging stations are still quite rare Takes some time getting used to Have a shorter range than other competitors
THREATS Many competitors and relatively lagging behind in technology The price is not competitive at all
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CREATIVE BRIEF 03 11
Why does our client need to advertise? Mustang Mach-E is a brand belonging to Ford. As you know, Ford is one of the biggest automakers in the United States. The fact that this brand belongs to Ford can easily attract many people’s attention. Therefore, it can bring about a great effect through advertising.
What is the advertising going to accomplish? It can be expected to introduce the brand’s product and raise purchasing desire. In addition, it is possible to expect a positive effect on the brand’s image by advertising the electric vehicle which is the hottest topic in the market these days.
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Who are we going to connect with? Gen Z, Millennials and Gen X are the most interested in the electric vehicle market. Millennials and Gen X will be the brand’s main target audience and Gen Z will be the potential target audience.
What are the most insightful things we know about them? They are very interested in the sectors that will lead the fourth industrial revolution, including EV. This brand can use this advantage to reach out to them.
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What is the single most effective message we can tell them? This brand should keep up with the trend of the times and show changes and convey the image and message of a young and trendy brand.
What else is there to know that supports this message? This brand can refer to the case of Gucci which has moved from a very traditional and old brand image to a young and trendy brand.
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TRUE LINE
MOVE FO 15
ORWARD. 04 16
DEMOGRAPHICS
05 19
WHO?
DEMOGRAPHICS
We will target young people in their 20s to 40s. In order to establish a clear and specific target audience, we can divide this target audience into two groups. These are Active Environmental Segment and Technology-Oriented Segment.
WHY?
The reason we set them as our main target audience is that they and our brand have the same goals and tendencies. Active Environmental Segment has strong biospheric and altruistic values, which they are willing to adapt their lifestyles around. They believe that climate change and air pollution are serious issues. And Technology-Oriented Segment has strong self enhancement values and a penchant for the latest technology. They are likely to have informed themselves about electric vehicles.
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GLOBAL MARKET 06 21
GLOBAL MARKETING
Country: South Korea The proportion of single-person households in South Korea is rising every year and SUVs account for about 45 percent of all car sales in South Korea. Also, in South Korea, people in their 20s to 40s have a tremendous interest in technology and the environment. And South Korea is an EV market that ranks 8th and from 2021, the Korean government announced that it will provide subsidies for electric vehicles up to $20,000.
Ideas Request Korean tech YouTubers and automotive YouTubers to introduce brands and products. The most popular Korean tech YouTubers and automotive YouTubers have the most subscribers in their 20s to 40s. Launching a flagship store in Korea. There are many people in Korea in their 30s and 40s, whose former Ford Mustang was a dream car. Based on this, launch a flagship store that can show Ford’s past and future together. Produce advertisements that emphasize the brand’s technology, eco-friendly image, and subsidies for electric vehicles.
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EMERGING TECH 07 23
EMERGING TECH Drone system It is a technology that uses drones as lights and cameras while cars and drones move together. It can be used to shoot adventure activities with a drone’s camera, and it also detects a dark road at night with a drone and delivers real-time terrain information to the driver. We are developing a technology that allows to charge the battery while driving a car using a drone.
Biometrics It is a technology that automatically adjusts preferences such as seats and music by starting the car without a car key through a fingerprint scanner. In addition, it is possible to use a function that monitors the driver’s body temperature, checks the health status, and analyzes whether it is suitable for driving a vehicle.
Tires Tires influence car performance and safety. The tires installed in electric vehicles are the same in appearance as conventional tires. However, unlike an engine vehicle, in order for an electric vehicle to perform optimally, a dedicated tire developed in consideration of its unique characteristics is required. Electric vehicles have no engine noise, so road noise is louder. Therefore, tires installed in electric vehicles have lownoise designs and technologies that minimize road noise.
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MOVE FORWARD. © 2021 Jae Yoon Park All content for Ford Mach-E: Brand Guidelines was conceived, designed, and produced by Jae Yoon Park. Photography provided by Unsplash. The only exception is the name of the Brand and the logo of the Ford corporation which was provided by the Ford Motor Company Press Kit. Design Consultation Roger Muller ADV 370 Brand and Branding Academy of Art University License the book is a non-commercial work produced as a student project for educational purposes, and as such is considered a derivative work under the Fair Use Clause of the US Copyright Law. Manufactured in the United States of America.