Brand Management on Toyota Assignment

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Brand and its Development..........................................................................................................1
Importance of Branding...............................................................................................................4
How to Manage Brand Successfully Using Different Theories...................................................6
Brand Strategy Model for Successful Brand Management..........................................................7
Management of Portfolio, Brand Equity and brand Hierarchy....................................................9
Evaluation How Brands Mange collaboratively and in partnership.........................................11
The use of different techniques used to leverage or extend the brands.....................................11
Techniques for measuring and managing the brand value for developing strong and enduring
brand..........................................................................................................................................12
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Brand management is an planning or an analysis process that is used to gain knowledge
about how the brand is perceived in market place. It is important for organization to0 make better
relations with target market and target customers to full fill objective of marketing. There are
different tangible and intangible element in brand management that are used by organization to
meet the goals of marketing operation. This report is providing brief information of brand
management in Toyota (Rosenbaum-Elliott, Percy and Pervan, 2015). Toyota is a multinational
automotive organization that is providing various range product like luxury vehicles, commercial
vehicles and engines. Toyota was established by Kiichiro Toyoda in year 1937. headquarter of
Toyota Motors is in Tokyo Japan. Toyota is currently working all around globe and providing its
services to millions of people. This study is providing information of brand image of an
organization and in this case company is Toyota. It is also explained that how the brand is
developed by the company to perform marketing. In the study importance of branding is
provided as tool of marketing. How the brand management emerged as a tool in marking tool is
also evaluated in study. Different strategy used by organization in order to manage the brand
equity based on customers. Various strategies used in portfolio management, brand hierarchy and
brand equity management are also explained in report. Techniques used in process of taking
leverage and extend brand are included in study.
MAIN BODY
Brand and its Development
There are many seller of organization are selling same type products in market and in
order to differentiate their product form other organization's product company use different
things like name, term, symbol, design and any other thing that makes the difference from other
product is known as brand. The process which is used by the organization to making their
product form other organization using specific signs and designs is known as branding. This is
essential part of marketing now days. The brand development is a continuous process that is
adopted by organization to grow its market share in order to generate high profit from business
activities. There is a specific plan is used by organization to develop brand to make company
stable in market place (Heding, Knudtzen and Bjerre, 2015). For the organization like Toyota it
is important to differentiate its product from other company to develop good brand image in
market to attract more customer towards the organization.
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Brand Development Process
There are different steps are used to develop brand for an organization. This steps are brand
strategy, brand identity, graphic identity and brand management.
Brand Strategy
This is important for organization like Toyota to develop a particular strategy to take its
product to target market. The way a organization is communicating with its customer is an
important thing. To improve this communication there are different strategies are developed by
organization and this strategies help the company to make communication effective.
Brand Identity
This is the process that is used by organization to communicate its vision and mission
with target customer from start to end.
Graphic Design
The graphical designs, colours schemas and company logos used by organization to keep
their product branding different from other companies (Atwal and Williams, 2017)
(Lee, O’Cass and Sok, 2017). This are also implemented to put positive impact on customer
mind set to encourage them to by product of company.
Brand Management
This process is consists of various investments and methods to enhance the performance
of marketing operation to improve financial status and selling for company.
This is how different the brand is developed for organization to improve marketing
operation for company. Companies like Toyota uses this kind of policy to improve performance
in competitive market.
Brand Pyramid Model
Brand Pyramid is a model that is used by organization to bind customer with
organization. This is a strategy that make the customer to buy same product next time from same
company. Brand pyramid is all about make the customer loyal to company and it is a useful tool
for organization to create marketing strategy for organization. Customers of organization are
situated in the top priority of company. There are different levels in Brand Pyramid which are-
presence, relevance, performance, advantage and Bonding.
Presence- Customers do not know about a product or an organization till the time they have used
or tried a product of particular organization (Kelley, Sheehan and Jugenheimer, 2015). To make
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