The Brand as an Asset – As Proven by Ford

If someone is in doubt that a logo really is of monetary value to a business, and that a brand identity can be used to vouch for credit re-payments, here is a current news article that describes just that…
Ford pledged their Ford Blue Oval as part of a loan package and a representative commented on this: “When we pledged the Ford Blue Oval as part of the loan package, we were not just pledging an asset (…) We pledged our heritage. The Ford Blue Oval is one of the most recognized symbols in the world, and it is a source of great pride and passion, both inside and outside our company.”
Now, seven years after the bailout, Ford have their logo back in their possession – and comment further that this has an ‘enormous psychological impact on Ford and all of our employees’…
[youtube=http://www.youtube.com/watch?v=pT610oLXLjI&w=640&h=360]
It’s just great example to advocate the importance of a brand symbol and why companies work so hard on keeping their icon unique and memorable. It is, after all, one of the easiest visual identifiers of a business, if neither the product or service are visible.
Whether Ford will use this opportunity to once again evolve their logo and thus mark the beginning of a new era will have to be seen – and maybe there is a brand strategy meeting being planned as we speak…