Volk, I see what you're saying. In some cases CP puts a superior product under the Kendall label, and in other cases there are identical products under all the labels. For example, the Kendall & 76 Euro 5W-40 seem to be the same, and not available under the Conoco or Phillips labels. The Conoco, Phillips, & 76 syn blend 5W-20 seem to be the same and not available under the Kendall label. Some of the diesel titanium oils have Conoco, Phillips, & 76 brands on the same label. It does seem that CP is positioning their Kendall brand with their top line products.
Turbowhistle, you might see if you can find a technical data sheet for that Motorcraft oil and look for an exact match with a CP TDS. While there are many good reports from users of the Motorcraft oils, we don't know if they are the usual CP oils with a Motorcraft label, or if they are a unique blend to Ford's requirements.