MW-Ford_Brand_3-12.qxp 21/7/06 11:32 am Page 12 Defining the brand The Ford Brand Essence starts from ‘DCDQ’ (Dependable, Contemporary, Driving Quality) – the familiar expression of the Ford DNA within the Ford organisation. The attached Brand Structure chart shows how ‘DCDQ’ – as expressed within the internal world of Ford – is then taken into Design, Engineering and Marketing and, ultimately, into the consumer world. 12