Americans Overwhelmingly Approve of Ford Not Accepting Government Bailout According to a Survey Conducted by Aloft Group
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Consumer Perception of Ford Brand Positively Increases 22% Since Declining Government Loan Funds NEWBURYPORT, Mass.--(Business Wire)-- Results of a national study measuring the current perception of the Ford Motor Company, conducted by Aloft Group, Inc., a brand consulting and communication firm, show that consumer perception of the Ford brand improved after they chose to not receive a loan from the U.S government.Prior to the federal bailout, 41% of consumers had a positive perception of the Ford brand, but according to the survey, after Ford declined to take the loan it increased to 63%. "The fact that Ford did not take government loan money appears to have had a significant positive impact on how consumers perceive the Ford brand," stated Matt Bowen, president and CEO of Aloft Group, Inc. "Changing consumers` perception of a brand is typically a slow and uphill process. This is very unusual in that this positive brand perception upswing occurred in a relatively short time frame and under intense global scrutiny of the auto industry.This could considerably impact Ford`s long term brand value." Other key findings from the survey: * 33% of overall respondents are more willing to consider buying a Ford since Ford chose to not take the bailout money. * 27% of overall respondents believe that Ford did not take the bailout money that was offered because they wanted to send a positive message to the American public.Only 24% of overall respondents believe that Ford didn`t actually need the money. * Women`s perceptions of the Ford brand were more positively affected by the fact that they turned down the government bailout money: * Prior to turning down bailout money, 43% of the male respondents and 39% of the female respondents had positive perceptions of the Ford brand. * After turning down the bailout money, 61% of the male respondents and 65% of the female respondents had positive perceptions of the brand. The brand perception study was conducted via an online survey to consumers nationwide between April 25-29, 2009 with a margin of error of 5.3% and a confidence level of 95%. For a link to the full survey results, please go to http://www.aloftgroup.com/Aloft_Group_2009_Ford_Survey.pdf. "Recent economic events are unprecedented in the context of modern marketing and, as an agency that focuses on both domestic and international brand work, we are dedicated to understanding the effects that these events have had on brand perceptions, especially regarding some of America`s oldest, blue chip brands such as Ford," continued Bowen. Aloft Group is not affiliated with the auto industry and Ford did not have any involvement with this independent study. About Aloft Group, Inc. Aloft Group helps companies increase brand value and sales across countries, markets and channels.Aloft offers the creative problem-solving expertise and level of personal involvement found most often in a small, independent consultancy, and the menu of services and international resources typically only found at large advertising holding companies.Aloft is currently helping grow such brands as The North Face, Courvoisier, Jim Bean, Sauza Tequila, Nuance Communications, The New England Journal of Medicine and Beacon Partners Healthcare Management Consultants. Aloft has U.S. offices in Newburyport, MA, and Westlake Village, CA. For more information please visit http://www.aloftgroup.com. Aloft Group, Inc. Tracy Hartman, 978-462-0002 Ext. 103 firstname.lastname@example.org Copyright Business Wire 2009
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