Comprehensive Guide to Ford Emblem Sizes: Identification, Replacement, and Customization

This guide serves as a comprehensive resource for understanding and identifying Ford emblem sizes across a diverse range of models and their specific placements. It provides detailed dimensions for emblems found on front grilles, rear tailgates or liftgates, side fenders, steering wheels, and wheel center caps. The objective is to equip Ford vehicle owners and automotive enthusiasts with precise, actionable information to ensure accurate identification and selection of replacement or custom emblems.

Why Accurate Emblem Sizing Matters for Owners and Enthusiasts

The accuracy of emblem sizing is paramount for several reasons. When replacing a damaged or worn emblem, or undertaking aesthetic customization, selecting the correct dimensions is critical. An ill-fitting emblem can lead to an unprofessional appearance, compromise the vehicle’s original design integrity, and potentially cause damage to the mounting surface during installation or removal. Furthermore, precise measurements are essential for ensuring compatibility when sourcing aftermarket parts, preventing wasted time and resources on incorrect purchases. This report empowers individuals with the necessary data to make informed decisions regarding their Ford vehicle’s badging.

Understanding Ford Emblem Variations

A. Overview of Emblem Types and Their Placement on Ford Vehicles

Ford vehicles incorporate a variety of emblem types, most notably the universally recognized blue oval logo. Beyond this iconic brand mark, specific models often feature unique badges, such as the Mustang’s distinctive running pony, model designation badges like “F-150 XLT,” or thematic badges such as “Powered by Ford.” These emblems are strategically positioned across the vehicle’s exterior and interior to enhance brand identity and model differentiation. Common placements include the prominent front grille, the rear tailgate or liftgate, the side fenders, the steering wheel, and the wheel center caps. Each location may necessitate a different emblem design or size due to variations in surface contour, available space, and aesthetic intent.

B. Factors Influencing Emblem Dimensions (Model, Year, Location)

Emblem dimensions are not standardized across all Ford models, nor do they remain constant within the same model across different production years. Several factors contribute to these variations. Vehicle redesigns often lead to changes in body panels and grille structures, directly impacting the size and mounting requirements of emblems. Different trim levels within a single model line can also feature distinct emblem sizes or designs. Crucially, the specific placement on the vehicle plays a significant role; an emblem designed for a front grille, for instance, will almost certainly differ in size and mounting mechanism from one intended for a rear tailgate.

The prevalent use of “9-inch” or “7-inch” nominal sizes for emblems across various models (F-Series, Explorer, Edge, Ranger) might suggest a degree of commonality. However, a closer examination reveals that even within these nominal categories, precise length and height measurements can vary. For example, a “9-inch” F-Series emblem can be 9 inches long by 3 inches tall or 9 inches long by 3.5 inches tall. This variation, despite similar nominal sizes, underscores that simply knowing a general “inch” measurement is often insufficient. The specific model year and exact placement (front versus rear, or even different grille types within a model year) dictate the precise dimensions. This necessitates careful measurement or VIN-based lookup to ensure proper fitment. The underlying design philosophy at Ford appears to balance brand consistency, particularly with the blue oval, with model-specific aesthetic integration. This means that while certain general sizes are common, precise measurements are critical due to subtle variations across model years and locations. Owners cannot assume a “9-inch” emblem from one year will perfectly fit another without checking specific dimensions or part numbers.

Detailed Ford Emblem Size Chart by Model and Location

To provide clarity, the following sections detail common Ford emblem sizes by model and their respective locations. It is important to note that these dimensions represent frequently encountered sizes, but variations may exist based on specific trim levels, regional models, or unique design packages. Always verify measurements against the existing emblem or consult official Ford parts catalogs using a Vehicle Identification Number (VIN) for the most accurate information.

A. Ford F-Series (F-150, F-250, F-350) Emblem Dimensions

The F-Series emblems exhibit notable size consistency across multiple model years, particularly for the iconic blue oval, which suggests a standardized design approach for this highly popular truck line. However, specific sub-models or later generations introduce variations, making careful verification essential. For instance, while a 9-inch oval is a common size for many F-Series applications, precise dimensions can differ by half an inch in height between certain year ranges. This indicates that while there is a general “large oval” size, precise measurements are crucial. Owners should not assume a “9-inch” emblem from one year will perfectly fit another without checking specific dimensions or part numbers. This reinforces the need for accurate measurement and VIN-based lookup.

Front Grille Emblems

• 2004-2014 F-150, 2005-2007 F-250/F-350, 2011-2014 Edge, 2011-2016 Explorer, 2006-2011 Ranger, 2007-2014 Expedition: Commonly found as 9-inch oval emblems. Specific dimensions include 9″ long x 3″ tall or 9″ long x 3.5″ tall.
• 2015-2024 Ford F-150 & 2018-2024 Ford Expedition: Front grille oval emblems are typically 9.5 inches.
• 1987-1991 Ford Truck, 1987-1991 Ford Bronco: Front grille emblems measure 7 3/8″ long x 2 7/8″ high x 1″ deep.
• 1982-2011 Ford Truck, 1982-1996 Ford Bronco, 1989-2011 Ford Ranger: Grille emblems are 7″ long x 2 3/4″ high.

Tailgate Emblems

• 2004-2014 Ford F-150, F-250, F-350: Often 9-inch oval. Specifically, 9″ long x 3″ tall or 9″ long x 3.5″ tall.
• 12-inch Tailgate Emblem (305 mm): A specific part number (HC3Z-9942528-B) exists for a 12-inch tailgate emblem. Its dimensions are 13.25 inches (L) x 6.0 inches (W) x 4.6 inches (H), weighing 0.85 lbs.
• 2015-2020 Ford F-150 (side fender and tailgate): Emblems have OEM adhesive tape and factory alignment pins.
• 2009-2014 F-150 Raptor: The rear camera housing itself is conical and should take up the same space as the bigger 9” ovals, with the emblem likely being 7″ x 2.75″. This 7″ emblem is reported to fit perfectly into the space above the backup camera.

Fender Emblems

• Ford F-150 XLT (2009-2014): Red & Black fender emblems measure 12.4″ x 2″ x 0.4″ (31.5 cm x 5 cm x 1 cm).
• Ford F-150 XLT (part FL3Z-16720-D): Matte black fender emblems are 10.5″ x 2.2″.
• “Powered by Ford” / “Powered by Ford Performance” badges: These commonly measure 5-5/8″ long by 1-5/8″ high and feature self-adhesive backing for flat surface application.

B. Ford Explorer Emblem Dimensions

Explorer emblem sizes demonstrate a clear generational shift, with older models often sharing dimensions with F-Series trucks, while newer generations adopt distinct dimensions, particularly for the rear liftgate. This highlights the importance of matching the emblem to the correct generation. The evolution of Explorer emblems reflects a design progression from shared truck platforms to more unique SUV badging, necessitating precise matching to the vehicle’s specific model year and position.

Front Grille Emblems

• 2005-2014, 2011-2016: Often a 9-inch oval.
• 2011-2019: A 9-inch oval is confirmed to fit the front grille.
• 2016-2019: The front grille emblem is 9″ long.
• 2020-2023: Emblems are typically sold as a set for both front and rear, with various OEM part numbers available (e.g., LB5Z-8213-A, LB5Z-8213-B).
• Explorer Sport: Measures 8.1875″ x 3.125″.

Rear Liftgate Emblems

• 2011-2019: The rear tailgate commonly uses a 7-inch oval.
• 2006-2019: A 9-inch blue oval rear tailgate emblem (AA8Z-9942528-A) is available.
• 2020-2023: Emblems are part of a front and rear set. Rear decklid graphic decals are also offered for 2020-2025 models.
• 2011-2025 Explorer Model (Hood/Tailgate Letters): Individual “EXPLORER” letters for the tailgate measure 28.34″ x 0.82″.

C. Ford Edge Emblem Dimensions

The Ford Edge exhibits a pattern of consistent front emblem sizing across broader year ranges (e.g., 9-inch for 2011-2019, 7.75-inch for 2019-2024), but its rear emblem has seen a reduction in size in newer models. This indicates a design evolution where the front emblem maintains a prominent size for brand recognition, while the rear emblem might be scaled down to fit evolving tailgate designs or to reduce visual clutter. This also means a front emblem is unlikely to fit the rear, even if the model year is the same.

Front Grille Emblems

• 2011-2014, 2011-2019: Often a 9-inch oval.
• 2019-2024: The front grille emblem measures 7.75″ long.
• 2020-2024: Some measurements indicate a front emblem of 2.5″ high x 6.5″ wide.

Rear Liftgate Emblems

• 2019-2024: The rear liftgate emblem is typically 5″ long.
• 2020-2024: Some measurements indicate a rear emblem of 4″ high x 9″ wide.

D. Ford Mustang Emblem Dimensions

Mustang emblems showcase a dual nature, incorporating both the classic Ford blue oval for certain applications and iconic model-specific badges like the running pony or “5.0” for others. This blend of overarching brand identity with performance-oriented badging leads to diverse sizing requirements. The “universal” blue oval might fit various flat surfaces, but specific year-model applications often require precise matching of the emblem’s design and dimensions to the vehicle’s original badging.

Grille Emblems (Pony, Blue Oval, by year range)

• 2015-2024 Mustang Pony: LED lighted grille emblems are available. A black Pony grille emblem is an option for 2015-2023 models.
• 1994-2004 Mustang: Running Pony grille emblems are common.
• 5.1″ x 2.6″ (130mm x 66mm): A reported grille emblem size.
• 2015-2024 Ford F-150 & 2018-2024 Ford Expedition: Some front grille oval emblems are 9.5 inches, though this may not be universally applicable to all Mustang models.

Rear Emblems (by year range)

• 1983-1993 Mustang GT LX: Rear Trunk Lid Blue Oval Badge measures 4″ x 1 5/8″.
• 1979-1986 Mustang: Rear Trunk Lid Emblem, Block Letters Chrome on Black, measures 7″ x.75″.
• 4.3″ x 2.2″ (110mm x 56mm): A reported trunk emblem size.
• 2024-2025 Mustang GT: Rear GT Emblem Inserts are available.
• Mach-E Mustang: The rear emblem is 7″ wide.
• 3.5″ Oval: A Steeda Mustang Oval Rear Embossed Emblem fits 1984-1993 Mustang GT, LX & Cobra.

Steering Wheel Emblems

• 2.3″ Metal Emblem: Commonly measures 5.8 x 2.4 cm.
• 58x22mm: A frequent size for steering wheel center emblem stickers.
• 0.875in x 2.25in: Fits many Ford models with this center steering wheel emblem size.
• 2.36”x1.18” (60mm x 30mm): Another reported steering wheel emblem size.

Wheel Center Cap Emblems

• 2-1/8″ (54mm): Ford Emblem Blue Center Caps.
• 2.2″ (56mm): Ford Mustang Horse Wheel Center Hub Cap Emblem Sticker Decal.
• 2.55″: Ford Wheel Center Cap Sticker Emblem Decals.
• 65mm: Fits most current and late model OE Ford Truck and SUV production wheels.
• 2.36” (60mm): A reported wheel center caps sticker diameter.
• Ford Performance Wheel Center Cap: Package dimensions of 3.25″ x 1.5″ x 3.25″ are noted.

E. Ford Fusion Emblem Dimensions

Fusion emblems, particularly for the front grille, show a trend towards larger, more prominent branding in later models. This suggests a focus on overall design rather than consistently detailed size information for the rear. The larger 7-inch (17.5cm) front emblem for 2013-2020 models indicates an increase in size from earlier generations, implying that as the Fusion evolved, Ford opted for more visually impactful front badging. The less explicit dimensioning for many rear emblems might suggest they are less standardized or less frequently replaced, or that their dimensions are less critical for fitment compared to the front.

Front Grille Emblems

• 7 Inch (17.5 cm x 7 cm): For Ford Front Grille (Full Black).
• 118.6mm wide x 40mm high x 6mm thick: For 2010-2012 Fusion Sport.
• 4.5 inches in length: For 2013-2020 Ford Fusion front emblem (DS7Z-8213-A).
• “Big size”: 205 x 40 x 23mm, “Small size”: 137 x 24 x 15mm: Hybrid emblems for 2013-2016 Fusion.

Rear Trunk Emblems

• Various part numbers are listed for 2013-2020 models (e.g., DS7Z-5842528-B, DS7Z-9942528W). Exact dimensions are not consistently provided in the available information.
• Some general “7×2 inch” universal emblems are mentioned that might fit.
• “For Escape Emblem Rear Trunk Letters Badge Decal Tailgate Logo” with a size of 165x22mm is also referenced, though its direct applicability to Fusion is unclear.

Steering Wheel Emblems

• 58x22mm: A common size for steering wheel center emblem stickers.

F. Ford Focus Emblem Dimensions

The Ford Focus emblem sizing is influenced by generational changes. The prevalence of aftermarket overlays and less precise data for some emblem types might be linked to the model’s known PowerShift transmission issues. This widespread mechanical problem could lead owners to prioritize functional repairs over cosmetic replacements. While emblem sizes are provided, the context of the Focus’s reliability challenges suggests that aftermarket solutions or general measurements might be more common for owners, as investing heavily in OEM cosmetic parts might be secondary to addressing core mechanical problems.

Front Grille Emblems

• 1998-2005 (Focus 1): Measures 10 cm long x 4 cm wide.
• 2009-2011: Measures 6 7/8″ long x 2 3/4″ wide.
• 2011-2015 (Focus 3), 2008-2012 Fiesta, etc.: Measures 17.5 cm x 6.8 cm.
• 2014-2017 Focus ST: Available in 4 inches and 5 inches. Most emblems after 2014 are 4″.
• 14.5×6.5cm: For Focus 2/3.

Rear Trunk Emblems

• 2000-2004: Rear Embossed Emblem available.
• 145mm x 60mm: Focus Rear Badge.
• 5-1/4″: Steeda Focus Black Gel Emblem.

Steering Wheel Emblems

• 58x22mm: Common for Focus 2/3.
• 58x24mm: For Focus 3.

G. Ford Escape Emblem Dimensions

The Escape’s emblem sizes show a transition over generations, with specific part numbers and corresponding dimensions available from official sources. While the Escape has faced numerous recalls related to battery issues and other problems , emblem replacement remains a common cosmetic need. The broader context of common vehicle problems, even if unrelated to the direct query, can inform customer interactions, adding a layer of preparedness for potential follow-up questions.

Front Grille Emblems

• 2017-2024: The front grille emblem (OEM part number GJ5Z-8213-C) measures 6 inches.
• 2005-2014, 2011-2016: Often a 9-inch oval.
• 6 inches / 150 mm: Ford Emblem Self Adhesive Front Grille Badge.
• 7″ diameter: Premium Chrome Oval Badge.

Rear Liftgate Emblems

• 114 mm: Ford Front or Rear Badge.
• 2013-2019: “ESCAPE SE” emblem, chrome finish. Rear trunk letters measure 165x22mm.
• 2020-2023: Various part numbers for nameplates (e.g., LJ6Z-9942528-A, LJ6Z-9942528-B). Self-adhesive nameplates (LJ6Z-8213-F) are available for 2020-2023 Escape Hybrid models.

H. Ford Ranger Emblem Dimensions

Ranger emblems, particularly for newer generations, show a clear distinction between front and rear sizes, with the front typically being larger. This indicates a design choice to emphasize the brand more prominently on the front fascia. This size difference is likely intentional for visual balance and brand presentation. It means that purchasing a generic “Ranger emblem” without specifying location and year range would likely result in an incorrect fit.

Front Grille Emblems

• 2006-2010, 2004-2011: Often a 9-inch oval.
• 2019-2023: The front grille emblem measures 9″ x 3 1/2″. This is also available as part of a black oval kit.
• 2015-2024 (Ranger XLT): Some emblems are sized 23.5 x 9 cm.

Rear Tailgate Emblems

• 2019-2023: The rear tailgate emblem measures 7″ x 2 3/4″. This is also available as part of a black oval kit.
• 2019-2022: Rear tailgate emblems are 7″.

Consolidated Ford Emblem Size Chart (Common Dimensions)

Common Reasons for Emblem Replacement

Ford emblems, like any exterior component, are subject to wear and damage over time, leading to the need for replacement. Understanding the common causes can help owners anticipate and address these issues proactively.

A. Cosmetic Degradation (Fading, Peeling, Cracking)

One of the most frequent reasons for emblem replacement is cosmetic degradation. Over time, exposure to harsh environmental elements such as UV radiation from sunlight, extreme temperatures, and various weather conditions can cause the emblem’s finish to deteriorate. This manifests as fading of colors (especially the iconic blue oval), peeling of the top layers or chrome plating, and cracking of the emblem material itself. The peeling issue, for instance, has been widely reported for 2011-2014 Ford Edge models, with some owners noting repeated peeling even after warranty replacements. This type of wear directly impacts the vehicle’s aesthetic appeal, prompting owners to seek replacements to restore its original look.

B. Physical Damage (Accidents, Vandalism, Theft)

Physical damage is another significant factor driving emblem replacement. This can range from minor impacts, such as fender benders or parking lot incidents, which can chip or dislodge emblems, to more severe damage resulting from collisions. Vandalism, unfortunately, also contributes to emblem damage, as individuals may intentionally deface or remove badges. In some cases, emblems, particularly metal ones or those with perceived value, can be targets for theft, leaving behind a damaged surface or an empty space. While modern automotive standards have led to some emblems being designed to retract into the hood for pedestrian safety, reducing sharp edges, the risk of theft and damage persists for many traditional badges. Replacing such emblems is crucial not only for aesthetics but also to maintain the vehicle’s complete appearance and potentially deter further damage.

C. Personalization and Aesthetic Upgrades

Beyond necessity, many owners choose to replace emblems for personalization and aesthetic upgrades. The desire to customize a vehicle’s appearance is a strong motivator. This can involve changing the color of the emblem (e.g., blacking out chrome elements), adding unique designs, or replacing standard badges with performance-oriented ones (e.g., a “Roush” badge). Aftermarket options provide a wide array of choices for such modifications. For instance, custom carbon fiber overlays or tinted badges are popular choices to achieve a distinctive look. This trend reflects a broader automotive culture where vehicle owners seek to express individuality and enhance their vehicle’s visual appeal beyond factory specifications.

Practical Guide to Measuring and Installing Emblems

Accurate measurement and careful installation are crucial for a successful emblem replacement or customization project. Following a methodical approach ensures that the new emblem fits correctly and adheres securely.

A. Essential Tools for Accurate Measurement

Before beginning, gather the necessary tools for precise measurement and installation. A flexible ruler or tape measure is indispensable for obtaining accurate dimensions, especially on curved surfaces. A bubble level is highly recommended to ensure the new emblem is applied perfectly straight. Masking tape or a dry-erase marker can be used to mark the exact placement spot on the vehicle, providing a visual guide for alignment. Other useful tools for removal include a heat gun or hairdryer to soften adhesive , thin, strong string (like dental floss or fishing line) to cut through adhesive , and an adhesive remover with microfiber towels for cleaning the surface.

B. Step-by-Step: How to Measure Your Existing Emblem

To ensure the replacement emblem is the correct size, accurately measure the existing one:

1. Clean the Area: Ensure the emblem and surrounding area are clean to get precise measurements.
2. Make a Template (Optional but Recommended): For complex or non-rectangular emblems, use painter’s tape to create a template around the original emblem’s edges. This template can then be transferred to paper for more precise measurement or used directly for alignment of the new emblem.
3. Measure Dimensions: Use a flexible ruler or tape measure to determine the length and height of the emblem from its outermost points. For Ford oval emblems, measurements often represent the “tip-to-tip” length and height of the blue area, excluding the outer chrome ring. It is critical to measure the actual vehicle emblem to verify fitment, as sizes can vary by model series.
4. Note Mounting Method: Observe how the existing emblem is attached. Many are held by double-sided tape , while others may have plastic clips or studs that pass through holes in the body panel. If the new emblem uses a different mounting method, ensure compatibility or prepare for necessary modifications.

C. Best Practices for Emblem Removal and Installation

Proper removal and installation techniques minimize damage to the vehicle’s paint and ensure secure attachment of the new emblem.

1. Loosen Adhesive: Apply heat using a heat gun or hairdryer to the emblem for 1 to 2.5 minutes, keeping the tool 4-10 inches away and in constant motion to avoid paint damage. This softens the adhesive.
2. Remove Emblem: Once the adhesive is pliable, use a thin, strong string (like dental floss or fishing line) in a sawing motion behind the emblem to cut through the adhesive. For emblems with pins or tabs, continued heating may be necessary to loosen them. Avoid prying with metal tools that could scratch the paint.
3. Clean Surface: After removal, thoroughly clean any remaining adhesive residue with an appropriate adhesive remover and a microfiber towel. Follow up with rubbing alcohol to ensure the surface is completely clean and free of oils or wax. Polishing the area may also be beneficial.
4. Prepare New Emblem: If the new emblem has adhesive backing, remove the protective film. For emblems with mounting studs, ensure they align with existing holes or prepare the surface if a new drilling is required (less common for direct replacements).
5. Align and Install: Use the previously made template or the measured marks (from masking tape/dry-erase marker) to accurately position the new emblem. A bubble level can assist in ensuring it is perfectly straight. Press the emblem firmly onto the clean, dry surface for at least 30-90 seconds to allow the adhesive to bond.

Sourcing Authentic and Aftermarket Emblems

When replacing or customizing Ford emblems, owners have options for sourcing parts, each with its own advantages and considerations.

A. Utilizing Official Ford Parts Catalogs (VIN-based search)

For guaranteed fitment and original equipment (OEM) quality, consulting official Ford parts catalogs is the most reliable method. These resources, often available through dealership websites or dedicated Ford parts portals, allow users to search for specific emblems by their Vehicle Identification Number (VIN). A VIN-based search ensures that the correct part number and dimensions are identified for the exact vehicle model, year, and trim level. This approach minimizes the risk of purchasing an incompatible emblem, as OEM parts are designed to fit precisely and maintain the vehicle’s factory appearance. Official Ford parts websites often provide detailed product descriptions, including part numbers and compatibility information, though explicit dimensions are not always listed directly on the product page and may require further inquiry or cross-referencing.

B. Navigating Aftermarket Options for Customization

Aftermarket emblems offer a broader range of styles, colors, and finishes for those looking to personalize their vehicle beyond OEM specifications. These options are particularly popular for aesthetic upgrades, such as blacked-out emblems or custom designs. When selecting aftermarket emblems, it is crucial to verify their dimensions against the vehicle’s original emblem or mounting area, as fitment can vary. While some aftermarket products are designed as direct overlays or replacements, others may require minor modifications. Owners should also consider the quality of materials and adhesive used in aftermarket emblems, as some may be more prone to fading or peeling compared to OEM parts.

Conclusion

A. Key Takeaways for Ford Emblem Sizing and Maintenance

The comprehensive analysis of Ford emblem sizes reveals several critical takeaways for vehicle owners and enthusiasts. Firstly, emblem dimensions are highly specific to the vehicle model, year, and precise location (e.g., front grille vs. rear tailgate). General nominal sizes, such as “9-inch ovals,” serve as a starting point, but do not guarantee an exact fit; precise measurements are often necessary. Secondly, Ford’s design evolution means that emblem sizes can change significantly across different generations of the same model, necessitating careful verification against the vehicle’s specific production details. Thirdly, while OEM parts offer guaranteed fitment through VIN-based lookups, the aftermarket provides extensive options for customization, requiring diligent measurement and attention to material quality.

B. Final Recommendations for Ensuring Correct Fit and Longevity

To ensure the correct fit and maximize the longevity of Ford emblems, the following recommendations are provided:

1. Verify Dimensions Meticulously: Always measure the existing emblem or the mounting area on the vehicle using a flexible ruler or tape measure. Compare these measurements with the dimensions provided by the seller or manufacturer of the replacement emblem.
2. Utilize VIN-Based Search for OEM Parts: For the most accurate and guaranteed fit, use the vehicle’s full 17-character VIN when searching for replacement emblems through official Ford parts websites or dealerships. This ensures compatibility with the exact vehicle specifications.
3. Consider Mounting Methods: Pay attention to how the original emblem is attached (adhesive, clips, studs) and ensure the replacement emblem uses a compatible mounting method. If the new emblem requires a different attachment, be prepared for the necessary installation steps.
4. Prioritize Quality for Aftermarket Options: When opting for aftermarket emblems for customization, research product reviews and material quality. Emblems made with durable materials and strong adhesives are less likely to fade, peel, or crack prematurely. Applying a UV clear coat to aftermarket emblems can help prevent fading.
5. Follow Proper Installation Procedures: Adhere to best practices for emblem removal and installation, including using heat to soften adhesive, non-damaging tools for removal, thorough surface cleaning, and precise alignment during application. This meticulous approach prevents damage to the vehicle’s paint and ensures secure, long-lasting adhesion. By following these guidelines, Ford owners can confidently select, replace, and customize their vehicle’s emblems, maintaining its aesthetic appeal and brand identity for years to come.