Ford Motor Co.’s direct-injection turbocharged family of engines has performed well in the market place, but if not for the decision to brand the technology EcoBoost, the outcome may have been different, a top marketer says. “We had this ability to give customers a no-compromise solution, and we thought it was important to signal that with right branding,” Amy Marentic, Ford group marketing manager- cars and cross/utility vehicles, tells Ward’s. “The name describes what the engine does. ...

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