I think Ford just has really screwed up marketing ideas. Calling two completely unrelated vehicles "Bronco" and two completely unrelated vehicles "Mustang" is just dumb, especially when they are iconic names representing decades-old vehicle concepts.
I really don't think anyone that buys a "Bronco Sport" (which could have just as easily been called the Marmoset 5000 or whatever) is really interested in putting forth an image. They just want an SUV and like the styling and features of this one.
And, while I'm talking about things Ford does that I think are dumb, having two completely different full-size truck bodies and halting the building of cars, some of which were really very successful, also seems totally strange to me.
I guess they're still making money, so what do I know???