MKT235 – Brand Management of Toyota company
Added on 2019-10-31
27 Pages4209 Words1013 Views
Brand Management of Toyota company 1Brand managementBrand management of Toyota Motor Corporation
Brand Management of Toyota company 2Executive summaryBrand management is necessary for the company to maintain the reputation in the market.The purpose of this report is to describe the audit report of Toyota Company which will be helpful for further understanding. The belief of Toyota is in profit instead of cost. There are various kind of strategies has been discussed in this report. Brand exploratory and leveraging brand has been described which will be helpful for further studies.
Brand Management of Toyota company 3ContentsExecutive summary.........................................................................................................................2Introduction......................................................................................................................................4Brand Audit.....................................................................................................................................5Brand inventory............................................................................................................................5Brand positioning and portfolio...............................................................................................6Brand Mantra............................................................................................................................7Brand Elements........................................................................................................................8SWOT Analysis of Toyota Corporation.................................................................................10Marketing Mix Aspects..........................................................................................................12Brand Exploratory.........................................................................................................................14Brand knowledge.......................................................................................................................14Consumer based brand equity................................................................................................15Brand salience........................................................................................................................16Brand resonance pyramid...........................................................................................................17Brand performance and imagery............................................................................................17Judgments and feelings..........................................................................................................17Brand attributes......................................................................................................................18Brand loyalty..........................................................................................................................19
Brand Management of Toyota company 4Leveraging the Brand....................................................................................................................20Brand extension..........................................................................................................................20Leverage secondary association.................................................................................................21Diversification into other sections.............................................................................................21Conclusion.....................................................................................................................................23References......................................................................................................................................24
Brand Management of Toyota company 5IntroductionBrand management is considered as the planning which tells that how brand will perceivein the market to attain the targeted goal. To describe the brand management, Toyota AutomobilesCompany has been taken in this report. Toyota Motor Corporation is a multinational automotive Japanese company which headquarters is situated in Japan. Toyota Car Manufacturer Company has been using its principles to manufacture the reliable car as well as sustainable development of society through occupies innovative and super quality products and services. Brand Inventoryand brand exploratory will be described in this report in the context of Toyota Company. The aim of this report is to explain the audit report of Toyota Company which will be helpful for further understanding. Brand leveraging is the strategy which is being used in the company to expand the products in to the new market. The report will present the brand leveraging of Toyotaglobal company.
Brand Management of Toyota company 6Brand AuditA brand audit is being done by evaluating the present position of the company and effectiveness of its product in the market in comparison of its competitors. It is the report which will help company to examine the current situation of the company including strengths and weaknesses.Brand inventoryDifferentiation cost and low cost both are being used by Toyota as generic strategies to gain a competitive advantage in the automobile industry.
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