Brand Management Report

This report analyzes Toyota's brand management strategies, including its brand portfolio strategy, brand equity management, and brand leveraging techniques. It also examines key brand metrics like brand awareness, market share, and consumer attitude, providing insights into how Toyota manages its brand effectively.

Brand management

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Introduction............................................................................................................................1
TASK 2............................................................................................................................................5
1)Toyota brand portfolio strategy...........................................................................................5
Branded house-.......................................................................................................................6
2) Hierarchy management of brands......................................................................................6
3) Strategy for managing brand equity within organization...................................................7
TASK 3............................................................................................................................................9
Brand leveraging-...................................................................................................................9
1) Leverage able strength of Toyota ......................................................................................9
2) Weaknesses .....................................................................................................................10
3) Collaborative and partnership agreements.......................................................................11
TASK 4 .........................................................................................................................................11
1) Brand values.....................................................................................................................11
2) Brand awareness-.............................................................................................................12
3) Market share- ..................................................................................................................13
4) Consumer attitude- ..........................................................................................................13
5) Purchasing intent-.............................................................................................................14
CONCLUSION..............................................................................................................................14
REFERENCES .............................................................................................................................15

INTRODUCTION
Brand management in the marketing is the analysis and strategy about brand sustain in
the relevant market. Create a good bonding with target marketplace is most important task for
brand management (Bagozzi, Batra and Ahuvia, 2017). Product look, price, packaging etc. are
the tangible elements of it. Customers satisfaction, relationship are intangible factors of this. It
uses special techniques to increase perceived values of products. Brand equity is a verb used in
the marketing industry which explain values of having a well known brand name. Optimum
Impression Ltd and Apple both are two different organizations which apply various methods to
increase their brand value in the market. Report will explain brand equity and its strength, brand
success through Keller's model, Apple portfolio strategy. It will describe Brand leveraging,
weaknesses and strength of Apple and measuring or managing brand awareness, market share,
customer attitude.
TASK 1
Introduction
Brand- A brand is a name, design, symbol or feature of a product which differentially
define organization or goods from its competitors in the eyes of customers. It is useful in
business, marketing & advertising. Brand is seen as one of the most valuable assets of
organization. It represents face of company, identifying logo, mark that people associate with
productive enterprise.
Brand equity- It related to a value premium which an organization create from a products and
services with a frame name when compared to generic equivalent. Mass marketing campaigns
helpful to generate brand equity (Borkovsky and et.al., 2017). The main purpose of brand equity
to make goods memorable, easily identifying, best in quality or reliable from competitor
products. It is the measurable of a brand's value and validation of it through assessing
effectiveness of branding components. Brand equity has three components which are customer
perception, positive & negative effects and value of results.
Customers perception- It includes knowledge or experience of customers with brand and
products.
Positive or negative effects- Consumers segments decide that is brand equity is positive or
negative. If it is positive then organization financial status will be strong but its negative, in this
situation company market condition is not good.
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Values of results- Results always in the form of customers response or feedback for company's
products.
Source : [Aaker Brand Equity Model, 2016]
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Illustration 1: Aaker's brand equity model

Stage of building successful brand- The objectives of a branding team is to increase the brand
equity of company. Aaker's brand equity model has four elements which are below-
Brand as a product- It consists product scope, attributes, quality, values and use.
Brand as Organization- It measures organization attributes, local working vs global task.
Brand as person- It shows brand personality and customers relationship with relevant brand.
Brand as symbol- Audio and visual imagination, brand heritage.
The aim of this model is to help in building a brand planning comprising different components to
make a unique brand from competitors.
Components of brand equity according to Aaker model-
Brand loyalty- Customers are loyal towards their brand and ready to purchase them at any cost.
Brand awareness- People have relevant or complete information about their trustable brand.
Perceived quality- Optimum Impression Ltd tries to provide qualitative products to customers.
Other property- Assets such as copyrights, patent and intellectual property rights, relations with
partners etc. comes in it.
Role of marketing department in creating brand equity-
Marketing departments play important role in promoting business and mission of a
company. It represents the face of organization, coordination, manufacturing material which
promote enterprise (Burkhalter and et.al., 2017). They reach out to customers, investors, society
etc. to represent organization image. Role of marketing departments are below-
Conducting campaign- Marketing department identifying the products and services to focus on
organization target of sales. Optimum Impression Ltd conduct campaign to introduce their
services in the market.
Promotional materials- Marketing department of any organization generate materials which
describe and promote Optimum Impression Ltd core products and services. They kept all goods
update and circulate information among the people about them.
Search engine optimization- Marketing department create company website which is useful for
customers in this digital world. They are responsible for web contact and continuously working
on their online marketing. Customer like to purchase products through online market.
Managing social media- This department manage social media pages of company. They
manage accounts and watch it carefully to check what's being posted on organization page.
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Serving as media liaison- When organization is part of social media, member of marketing
department behave as a spokesperson for company and provide guild lines to executives.
Market research- Market study helps marketing department to find out opportunities and target
customers. This help them to understand products and services are perceived.
Outside vendors and agencies- Marketing is responsible for choosing and managing the
agencies or vendors who manufacture material of marketing. These include ad agencies, PR
service office, web provider etc.
MAIN BODY
Case study- Optimum Impression Ltd is an advertising organization which believe that
brand is power of any company. Without branding no one know about the business. Brand is
essential factor of enterprises. According to Carsana and Jolibert, (2017) brand carries a
monetary value of business in the stock market. Aim is to make brand memorable or appealing to
the customers. It is set of marketing and communication way which help to define a company
image in market, goal to create an impression in customers mind. Customer remembers a product
just because of their brand.
Strategy for strengthen brand equity- Optimum Impression Ltd make strategy for brand equity
which are below-
1. Quality products and services- It is the main body of Optimum Impression Ltd brand. It
makes sure that organization is capable to deliver qualitative products and service to
consumers. Every business do one mistake of releasing goods for sake to introducing for
development. These kinds of products never complete buyer’s expectations.
2. Competitive analysis- A strong brand easily adopt market shifts. Brand equity is to
target group of people and meet their need which no one is currently satisfying.
3. Customer’s feedback- Optimum Impression Ltd produce products and services
according to their customer’s feedback or demand. They believe that consumers'
satisfaction is essential for them.
Brand extension- Brand extension or stretching is a marketing planning in which an
organization promote a product through well-developed images of same brand in different
products. The new goods called spin-off and company use this to increase and leverage brand
equity. Jello-gelatin creating Jello pudding pops, is an example of brand extension. It increases
awareness of brand name and profitability from offer more than one product category.
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Reinforcing and revitalising brands-
Optimum Impression Ltd managing brand equity include reinforcing brands or if they
require need of revitalizing brands (Burmann and et.al., 2017). It is reinforced by marketing
actions which explain the meaning of brand to customers in the two form one is what products
brand represent, its supplies benefits, what is required for satisfaction; second is How the brand
develop products and make them superior, strong and unique in front of customers. Important
consideration in reinforcing, brands is marketing supporter, which receive it in terms of amount
and nature of support. It depended on nature of brand association involved.
Revitalizing brand of Optimum Impression Ltd needs lots of sources of brand equity are
recovered and discover new resources and establish them. In this process, two approaches are
applicable, one is expansion of depth or breadth of brand by developing it and identifying
customers during purchasing. Second is improved strength, uniqueness of brand association and
create brand image.
Conclusion- Branding is the most important tool for product marketing.
Preference for product or service behind brand- A large variety of goods generate confusion.
Customers have their trust on familiar products. Genuine and widely known brands are less
risky to purchase from market.
Generate increase revenues or market share- When a company does effective marketing or
branding, generate more revenues or market shares. It uses their power to enter new
geographical location, perform co-branding or find new distribution opportunities.
Keep new competition away- Market segments that is targeted by famous brands is the biggest
problem for new competitors. If an organization is first one to create and target a particular
segment, they will earn profit.
TASK 2
1)Toyota brand portfolio strategy
When companies select to brand their products and services in many various ways, there
are few central tenets which help to define brand portfolio. This strategy involves the design,
deployment and management of multiple brands. Toyota use a house of brand model for their
portfolio strategy.
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House of brands model- Brand architecture is the method which organization conduct, manage
and produce into market. Generally consumer’s product brand use house brand strategy. Product
is the important brand rather than organization. Toyota uses this model because of their products
uniqueness in market. In this, single product or company can focus on what they do best without
any limitation. The risk in this model is brand confusion. Customer feel confused among various
products and face problem in their buying decisions. Second factor is budget. Toyota using house
of brand method will require investing in building many other brand, instead of being able to
consolidate investment in particular single brand.
Branded house-
A branded house is the place where company brand becomes dominant source of
recognition and meaning (Burmann and et.al., 2017). Toyota produces different products under
one name like Innova, Yaris, Fortuner etc. This house is most useful for organization and
customers, they feel more confused between others brands.
A Hybrid model-
Importantly,Toyota do not work only one plan. It is the combination of branded house or
house of brand model. A number of brands which come under Westpac's portfolio that not fit in
house of brands or branded house model. Toyota do not use this model.It is useable where the
brands newer in market and needed support of more established product.
2) Hierarchy management of brands
Corporate branding- It is related to the practice of promotion of brand name of corporate
and provide specific products or services. Corporate branding building affects various
stakeholders like employees, investors etc. or make impact on organization service, products,
culture, brand extensions etc. Toyota corporate branding is not limited with a certain product
(Carsana and Jolibert, 2017). Branding has few touch point like logo, consumer service, product
quality. Stakeholder expectation is reason of increasing numbers of corporation to integrate
marketing, communication, social responsibility.
Umbrella branding- It is also known as family branding. Umbrella marketing is a market
practice which include the use of individual brand name for sale of two or more relevant goods
and services. It is generally used by organization with a positive brand equity. This market
practice is different from brand extension which involves similar product marketing, rather than
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different products under one single brand. Toyota may increase the chances of success for a new
product launch through sub brand name and parent brand name.
Another method of portfolio of organization-
1: Identify the powerful brand- In this first step company follow three steps-
Revisit strategic intent- This is mostly offered the greatest insights about future of brand. It
gives permission to recognize that brand has clear, play meaningful role in the portfolio and its
future importance. Optimum Impression Ltd make strategies about products selling through the
brand.
Evaluate financial performance- Optimum Impression Ltd identifies those brand which are
important contributors of financial status. A multinational organization spend a large amount on
brand portfolio. Company choose such portfolio which show their strong financial perspective.
Gray assets- The identification of strong and weak brand is real opportunity to decide what have
to do with gray assets. The independences with other brands and allocated resources to them or
describe their current performance.
3) Strategy for managing brand equity within organization
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This model is divided into 4 parts.
Level 1- Brand identity – In this customer look up to a product and identifying each brand from
another. It is similar to human being nature. When a person introduce themselves to other and
what they do. Same thing is applicable on brands. It happens when customers are not aware
about company’s products and services (Keller’s Brand equity Model, 2016). The work of brand
is to develop a strong identity for the profit of organization and attract consumers. Optimum
Impression Ltd spend huge amount of money to create a brand identity and build awareness.
Level 2- Brand meaning- Once a customer get information about brand, they want to know
more about it. Consumers have few questions in their mind like Is brand reliable? Is it useable
for long time? etc. This level divided into 2 parts-
a) Brand performance- Performance of brand is more important for customers. Below are few
factors of performance-
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Illustration 2: Keller's Brand Equity Model- CBBE Model
[Source: CBBE Model by Keller, 2016]

 Product features
 Product Reliability
 Customer services
 Style & design
 Price
b) Brand imagery- Targeted marketing or mouth publicity create a strong image of brand.
Optimum Impression Ltd believes that their product and services are best from others.
Level 3- Brand response- Once consumer buy a product their expectation will be high when
they want to purchase same product further.(Du Preez, Bendixen and Abratt, 2017). If it happens
then they feel happy. Positive response generate good 'feelings' in customers mind for products.
But if they do not get results as per their expectation, users will not be happy with services.
Level 4- Brand resonance- There are few brands which touch this final level. In this stage,
where a huge social and psychological connection of brand with costumers, consumers feel so
excited if their brand reach at this level.
TASK 3
Brand leveraging-
Brand leveraging planning uses the power of a brand name support a company when it
enters into market which related to product category. It communicates important products'
information to customers about different goods. This is valuable form of new product awareness
because it provides buyers with sense of similarity with positive attitude or features of new
products. A large numbers of goods increases efficiency of producing facilities and raw material.
1) Leverage able strength of Toyota
There are little strength of Toyota-
1. Defaults- Control on one of the two engine system of Toyota, is the power of defaults.
Brand device can be accessed both via home button or voice on staring, rare back camera,
which is just similar to its other cars model which look more attractive. Engine work in a
smooth way that satisfied large numbers of Innova users by extra mileage and its
alternative offer superior functionality.
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2. Hardware integration- Toyota present small features like new compression algorithms
which relay on speed controlling other feature of phone from messages to camera to
processor that makes it works.
3. Privacy- Toyota not only maintain its privacy but also show new features to actively
limit things like videos' auto playing, Bluetooth, USB, internet connectivity, advertising
which follow customers. According to Kasemsap (2018) organization believe to make
money on hardware and other companies like Honda, Ford depends on advertising and
collection of data.
4. Product development- As per King, (2017), Toyota continuously try innovation in their
products and attract customers at large scale. Company set high standards for services
and make efforts to fulfil them.
5. Design and utility- Innova is smooth, glossy and a solid product of Toyota brand. This
has power staring and very few buttons on it which give a special feeling to customers
when they use it. Products are easy to use or intuitive.
6. Brand name- Customers attract towards Innova just because of its brand name. As per
Maurya and Mishra, (2017), Toyota name is the most important strength for products.
2) Weaknesses
Weakness of Toyota are below:
1. Limited reach- As per Newmeyer and et.al., (2018), Toyota is an expensive brand and
every one can't afford it easily. That's mean a certain customer is able to buy their
products and services. To increase brand sales, they have to reduce their prices and
generate more profit from all kind of customers.
2. Data- According to Penumaka and et.al., (2017) data is useful more than advertising.
Toyota took action in this direction, syncing things like facial recognition data, message
across devices etc. Company can't leverage the data it like to store and make its services
better. Toyota has to collect customers' data from market and produce products according
to it.
3. Single focus- As per Tatoglu, Sahadev and Demirbag, (2018) Toyota is a big brand in
digital world, but their focus is only on a single product which is Innova. They
continuously come with new version of Innova but never make efforts for improving
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other goods like Yaris, Fortuner, Etios etc. If organization also pay their attention on
other services, they can easily earn more profit.
4. Propriety and controlling- According to Bagozzi, Batra and Ahuvia,(2017), It has veto
power over power engine. Company has to take help of developers to create more
innovative products.
3) Collaborative and partnership agreements
Collaborative means an active member of a particular group which works together to
accomplish a common goal. Active member who not only take participation in meeting,
conversations but also add their piece of support to group. This require leadership, it can be
social within decentralized and egalitarian group. Structure of collaboration motivate observation
of behaviour or communication of people.
Partnership- Brand partnership is known as co-branding. It happens when two or more
organization make an alliance to work together and frame same marketing planning (Borkovsky
and et.al., 2017). It is an arrangement which is related to single products and services of more
than one brand.
When an organization work in partnership makes a legal paper which is called an
agreement. It follows law of collaboration. Toyota is a big brand, who do not use this agreement
policy. It is the largest manufacturer of attractive or innovative cars. Company continuously
produce creative and more powerful engines that increase mileage or make it different from
competitors. Modification in products define it as a leader of market.
TASK 4
1) Brand values
The net present values or future value of cash flows that are factors of brand name or
brand personality, called brand values. Brand is an intangible property of business. It is the
difference between organization book and market value. Brand value also known as 'brand
equity.' Competitive metrics techniques is useful to measure Toyota brand value into the market,
that is below-
1. Search impression share- The impression Toyota received on the search network
divided by estimated number of impression organization able to receive.
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2. Search lost IS (rank) - The time percentage which Toyota ads don't show on search
network because of poor ad rank. Organization has to improve keywords quality score by
grouping or matching them to relevant ads. It is most important for company to
understand goals of clients or improve ad rank through the campaigns.
To manage brand value, Toyota has to manage brand image for a long period of time. It
involves maintaining the brand promise to attract new customers or sustain with existing
(Burkhalter and et.al., 2017). Brand image is everything for premium brands and that is reason to
sell product at high margin.
2) Brand awareness-
Brand awareness is a degree of customer’s awareness about brand and it is related to
products. Promoting or marketing of goods and services is one of the step for user’s awareness. It
is most important when organization is launching new services into the market. Survey and
website traffic are two method to measure awareness. Various ways to identify Brand awareness:
1. Survey- The main purpose of survey for brand awareness is to gain information from
people but not convert them into customers. It gives brief idea about products and service
awareness. Toyota starts online survey to know how much information consumers have
and spend their time to search about brand.
2. Website traffic- Customers generally use brand names to search them online and find
brands through new keywords or increase website traffic. Toyota measure their brand
awareness through high numbers of searches (Burmann and et.al., 2017). Google
analytics is the best medium for organization for measurement of awareness.
For the managing brand awareness, Toyota follow two methods that are as below-
1. Finding the right vehicle of marketing- Toyota Inc. search certain marketing tool
which is more effective for their brand awareness. In today's digital world, online
medium is one of the most important vehicle of marketing.
2. Online (Toyota website, blog) - With the help of social media, Toyota can easily
provide awareness of brand to large number of customers and change them into as a
loyal purchaser. People through the organization website receive complete or relevant
information’s about the products and services.
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3) Market share-
Market share show the percentage of industry and total market sales which is earned by
specific company within a certain time. It is calculated by organization's sales over the period
and divided it by total sale of particular industry (Burmann and et.al., 2017). This technique
provides an idea about the size of a company among market and competitors. If an organization
increase market share, it will defiantly generate revenue faster than competitors.
Measuring market share- Measurement of Toyota market share organization follow few steps--
1. Determine period of examine for Toyota- In this step, organization has to examine
certain period sales. It can measure length of quarter, a year, or numbers of various years.
Formula is-
Total revenue = Company's sales + product sales = service type sales
2. Company's revenue- Toyota issue quarterly or annual financial statements, which are
the records of organization sales.
Total market sales= Sales of Toyota + sales of competitor
3. Find total market sales- This the total market sales amount. Formula is-
Company's sales/ Industries sales = Market share of the company
Managing market share- For the maintain market share Toyota has to do innovation in their
products and services. It is necessary for company that they produce those kind of goods which
are best from competitors. So, innovation and customer’s relation are the greatest way to manage
market share.
4) Consumer attitude-
Customers attitude are several parts of beliefs, feelings and behaviour towards brand. It is
the study of person, groups or companies all related activities with sales of products and services.
Consumer’s attitude is an internal- disciplinary social status which blends factors from
psychology, ethnography, marketing and economics etc.
Measuring consumer’s attitude-
Market research- One of the main objective of Toyota market research that they understand
targeted customers (Carsana and Jolibert, 2017). Company want to know attitude of existing or
potential customers. It is based on information buyers have, past experience, feelings (positive &
negative) and their behaviour.
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Managing customers' attitude- Toyota to maintain their market share or brand values among
the customers always try to manage their attitude towards product. Organization produces those
goods and services which satisfies consumers and attract them to purchase company's products.
5) Purchasing intent-
It is the probability that customers like to buy Toyota products and services. Willingness
of buyers to buy a specific brand is known as purchase intent. It is dependent on internal and
external factors like outcome expectation, recommendation etc.
Measuring purchase intent-
1. Identifying purchasing behaviour- Toyota through the market study easily can
understand customer’s behaviour towards particular product and services and
manufacture those goods which satisfied their purchasing behaviour (Du Preez, Bendixen
and Abratt, 2017). Price of product is another factor of measuring purchase intent of
buyers.
2. Managing purchase intent- Toyota manufactures those products which not only fulfil
consumers demand but also they can easily purchase them. This strategy is helpful to
manage purchasing behaviour of buyer.
CONCLUSION
Report concluded that brand management is the essential part of an organization. Without
it, any company can't survive into the relevant market. They produce their products and services
under one name of brand. Brand equity is the planning of marketing of product which explain
products and services of organization. Toyota is an auto mobile manufacturer company which
manufacture Innova, Yaris and Fortuner. It uses branded house strategy to launch their goods
into the market. In this method, organization use single brand name and produce various
products, but Toyota focuses only on single product that is not good for their market. They have
to make their focus on others products at minimum cost.
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Keller’s Brand equity Model. 2016. [Online]. Assessed through:
<https://www.marketing91.com/kellers-brand-equity-model/>.
Aaker Brand Equity Model. 2016. [Online]. Assessed through:
<https://www.intemarketing.org/marketing-information/brand-equity>.
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