December 8th, 2022, Joshua Kennedy
The Ford Motor Company announced on December 7, 2022, that its global Chief Marketing Officer (CMO), Suzy Deering, was leaving the company. The company has not yet named a successor for Deering’s position.
How has Ford’s brand health performed over the last two years since Deering took the role?
According to YouGov BrandIndex - which tracks consumer sentiment towards thousands of brands daily – the Ford Motor Company saw its brand health decline between Deering joining in November 2020 and her exit from the company.
The Michigan-based carmaker saw its Brand Index score – the average of Impression, Value, Quality, Reputation, Satisfaction, and Recommend scores for the brand - decline from a net score of 21 in November 2020 to 19 on December 5, 2022. Under Deering, the Brand Index score reached a high of 24 points in June 2021.
Ford's impression score - which tracks if consumers have a positive or a negative impression of the brand - was at 26 points at the start of Deering's tenure at the company. On December 6 2022, Ford’s impression score was just above 23 points. Over Deering’s tenure, Impression scores have fluctuated quite a bit – peaking at 32 in July 2021 but also touching a low of 20 points in the last week of November 2022.
Buzz scores for Ford - which measures whether consumers are hearing more positive or negative things about a brand – also saw a similar downward trajectory. In November 2020, Ford’s Buzz score e was around 16, but it had dropped down to 11 by December 6, 2022. Its Buzz score peaked at 18 points in June 2022 and reached a low of 10 in early November before recovering slightly in December.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day. The Ford Motor Company’s Brand Index is based on the average of Impressions, Value, Quality, Reputation, Satisfaction, and Recommendation scores for the brand and delivered as a net score between -100 and +100.
Ford’s Buzz score is based on the question: Over the past two weeks, which of the following car makers have you heard something positive about (whether in the news, through advertising, or talking to friends and family)? / Now which of the following have you heard something negative about over the past two weeks? The answers were delivered as a net score between -100 and +100.
Ford’s Impression metric is based on the question: Overall, of which of the following car makers do you have a positive impression? / Now which of the following car markers do you have an overall negative impression of? The answers were delivered as a net score between -100 and +100.
Scores are based on an average daily sample size of 2158 US-based adults between November 1, 2020, and December 6, 2022. Figures are based on a 4-week moving average.. Learn more about BrandIndex.